Jay Abraham and Chet Holmes – PEQ 1
I’ve found that most business owners and managers are somewhat out of touch with the fundamentals of how to implement great marketing. I have some discomforting news that could, (ironically), totally transform your business fate:
Despite the fact that engineering powerful, breakthrough marketing and sales programs must be your chief priority… you probably do very little with all the powerful concepts and strategies I’ve shared with you in the past. Invariably, if I sat you down right now and drilled you on the core material you’ve learned from me, I’d probably find you’re doing about 2-10% implementation of the true potential and that’s costing you a fortune!
You may disagree, especially if you’ve had success in business or used a couple of my principles to reap a handsome windfall or two. You may even think you’re a good marketer. You may not like to hear it, but I’ll prove to you in the next few pages that you still have something important… no, make that critical… to learn before your business can begin to deliver the profits you deserve.
Despite what you might think about your business-building or strategic marketing ability, you’re probably miles away from marketing greatness — and you’ll remain hopelessly off course until you recognize and fully acknowledge this simple fact :
Dear Valued Friend:
Great marketers are made, not born. It requires discipline, a precise system, and a highly strategic plan to really develop your personal marketing genius. If you want to grow your business like a weed, gain a decisive competitive advantage, attract new customers in droves, and double and redouble your profits — then you need to open your mind to one overriding “big” idea:
It’s a fact: My marketing methods can work true performance miracles for your business. But you will never reap their rich rewards, unless you develop a systematic process to strategically implement them But most people don’t know how to implement a strategic marketing system. Do you?
Secrets Of How To Manage Change
I never taught “these secrets” in my books or live attendance programs. I always focused most of my attention to instructing you on all the different techniques, concepts and choices you could apply. I left it up to you to decide how to implement or combine them. I’ve now concluded that wasn’t the best thing for you. You need to have a powerful “new” opportunity system in place to drive and sustain your marketing and sales performance.
But it’s more than that. We’ve learned, through detailed experience recently, by getting deep with several highly Abraham-trained business owners, that you have desperately needed something all along that I was simply not supplying — without it, my powerful methods didn’t have a chance of working at anywhere close to full capacity for you.
What did you need so desperately? A turnkey system on how to manage change — so that it is not a maybe, but instead becomes a company-wide certainty. You need a results-certain, turnkey process for how to RUN your company for peak profits. You require an action plan for how to get in there and dig deep, yet not have to spend another 20 hours per week doing it. And finally your business vitally needs a proven procedure on how to do it with minimal time (how about a mere one hour per week), but maximum effectiveness.
Even if you’ve made a million dollars from a windfall application of one of my ideas, you haven’t begun to realize your business’ true profit potential. This letter will show you how.
“From Jay, we’ve gotten a zillion great ideas to grow our business. From Chet, we’ve learned the discipline that allows us to get those great ideas implemented and integrated throughout the company.
It’s not easy growing a 50-year-old firm in a flat economy. But, using some of Jay’s and Chet’s strategies, we increased our revenues by 26% last year and are on pace to meet similar growth targets this year, as well.”
Howard J. Wolff
Senior Vice President and Worldwide Director of Marketing
Wimberly Allison Tong & Goo
Right now, there’s more competition, but there’s also more weakness in your market! There’s more complacency. There are more “dispirited” entrepreneurs, which means it’s a great “reactive” playing field out there for you to dominate. The difference between the way most businesses work and the way a strategic business works is like the difference between solving your problems before they happen, in a proactive manner, or scrambling to band-aid them each time they break down in a reactive temporary manner.
You’d better hope your competitors don’t use the “pre-emptive wizardry” we taught at the PEQ. They’d steal away all your clients in no time. But if YOU use these methods, instead, you will radically outperform your competitors, take their clients away at will and get whatever market share IS available during these tough economic times (and it’s probably a lot more than you might imagine). And I’m going to give you a great deal of this insight, right here, right now, in this document. So please read on.
Great Marketers Are Scientists, Not Artists!
Fortunately, great marketing is more science than art. And, like any scientific endeavor, the better your processes, procedures and techniques, the better your “end result.” I believe that every business can experience unparalleled growth, especially today. No matter how experienced or successful you are, even if your business is mature and in a constricting market, even if you don’t think there’s one iota of marketing opportunity left for you, you can watch your business be stunningly (and enduringly) transformed by my new competition-crushing system.
With the PEQ I finally found the critical component your business has been missing all the years you’ve studied my methods and ideas. At first you’ll think it’s too simple even to make that much of a difference. But, properly and continuously applied, using the simple standards I’ll share below — it works better than anything I’ve seen for getting my marketing methods turning out a constant and stunning flow of strategic breakthroughs for your business.
“When I came to my first Jay program, DPS was a company that sold all of its products through a single distributor – with their logo on our products! Not only that, but they were putting the squeeze on us to sell our product line to them for virtually nothing – and if we did not agree they would stop moving our products. We thought, ‘How in the world do we market our stuff directly?’ Being engineers (darn good ones) we did not understand how marketing worked, additionally we did not really believe that we would be able to do that ‘soft stuff.’ However, we took the company from $600K/yr to $10M in 5 years.”
President, DPS Telecom
Let me try and share with you the event of the decade you missed out on one month ago… Then, after you’ve better grasped the incredibly “actionable difference” this event had over every one of the 50 previous seminars, training programs and summits I’ve held, I’ll give you the chance to experience the same transformation the 50 live participants shared — on an irresistible, try-it-before-you-buy-it, risk-free basis.
You’ll be able to try it out at a price so affordable that you should make at least the full purchase price back before your first payment installment is processed – or I don’t want you to pay for it at all!
The Difference Between Mere Profitable Windfalls And Amassing An Ongoing, Compounding Business Fortune
Each live participant at the PEQ program knew my methods already, and gladly paid the $15,000, because they’d already used my concepts to stimulate profitable breakthroughs. But each and every one openly agreed that they had not begun to fully capitalize on the power, the profitability, and the preemptive advantage my methods really offered them. Because: they didn’t have an integrated, formalized operating system in place to connect it all together. All they’d reaped before they came to the PEQ program were some short-term windfalls, instead of the major, ongoing, compounding payoffs my methods were designed to create.
That’s always been the biggest problem. I practiced what I call “buffet” training. By that I mean I give you so many choices designed to find the easiest direct application you can use to generate an instant jackpot. I felt that the easiest way to get you “on board,” ideologically, was to put a $10,000-$100,000 or larger windfall profit in your pocket right away… I incorrectly assumed you would then go back and systematically incorporate every other one of my success principles together into your own self-created optimal marketing system.
Unfortunately, I’ve never clearly explained how such a system works to you in an “easily actionable” manner. That’s because I wanted each of you to develop your own optimal strategy. But few took the initiative. That’s probably what was the tendency to seriously limit the achievements of many – if not most – of my past customers – you included.
That’s not to say there haven’t been monster successes reported. Believe me, there have been. When we stopped counting five years ago, we were over $5.5 billion dollars of documented and reported revenue and profit increases around the world. That figure probably exceeds $16 billion by now, with all the performance compounding. And it’s growing exponentially. But my customers have had to create their increases the hard way, because I didn’t give them the turnkey implementing process or operating system to integrate everything together into a high-performance money machine.
The “Method” Behind My PEQ Program
That was the whole premise of the PEQ Program, along with introducing you to nine new distinctions I’ve only recently crystallized and incorporated in my strategic thinking. Called the Nine Prime Drivers of Exponential Business Growth, I believe that these are the most “leveragable” areas of your business, and are an essential focus for every company. They are also the most frequently overlooked areas of financial opportunity in any business. They are rarely integrated in a strategic manner.
I brought the finest systems and planning mind I know to collaborate with me for 42 hours of non-stop training, built around planning, processes and profit-certain procedures… all designed to maximize the performance of your business.
It was an event that my pen is incapable of accurately describing – it was that powerful! The real power came from the collaboration between Chet Holmes (the famed Fortune 500 strategic trainer) and me. We worked together for six months in advance to create a fast-paced, seamless program to teach you the first-ever “master level” operating system that transforms my methods from static tactics into a fully integrated strategic blockbuster, high performance system.
Let me dispense with hyperbole and get right to the meat. Here’s what you’ll learn with this incredible self-study program:
Chet and I take turns, with Chet taking long, methodical segments to focus you on the key reasons your business hasn’t produced the results… or profits… or competitive dominance that it should. He breaks it down to twelve core competencies that every top-producing company he’s ever worked with has learned to master. They are:
Setting and monitoring goals for each area of your company can cause 200-300% increases in performance. Do you know how to set goals, reinforce goals, support a goal-oriented environment? Chet teaches that the number one thing he does when he is hired to do large company turn-arounds, is to get everyone focused on solution-oriented goals. “The most powerful thing you can do for any company, is to help them create a goal-oriented environment.” If you’re in trouble, you’d better get this PEQ RIGHT away. It contains all the secrets to turning a company around. If you’re interested in accelerated growth and are truly serious about it, the PEQ teaches how to set up your entire organization for just such growth.
Your Time Management
Do you run your company by “got-a-minute” meetings? You know; where anyone can go to anyone else, anytime they want and have an instant “got-a-minute” meeting. That’s a terrible way to run a company. 99% of companies, particularly the entrepreneurial companies I tend to attract, are in a highly reactive mode most of the time. After you set up your goals, the PEQ teaches you how to run a company for maximum productivity, with the kind of structure that takes your business seriously. Because if you’re not taking your business seriously, then you’re playing at business and it will never be a sustaining, enduring, self perpetuating entity.
Your Planning, Policies And Procedures
Chet created a program entitled “Zero to $100 Million.” The intent of this program was to study several entrepreneurs at several different levels of growth, including those that had built their companies to $100 million and beyond.
The key ingredient to those that had built their companies over $100 million, was in the discipline of the entrepreneur more so than it was in the idea. Meaning, there are a lot of banks in the world, but only one became Citibank. The key ingredient to your greatness is in these three words (and you cannot build a great company without them): Planning, Policies and Procedures. Hopefully, you’re beginning to see that companies bound for greatness are “structured” to achieve said greatness. You’ll learn all about it with the PEQ home study.
Strategy vs. Tactics
This is huge. Now we’re going to talk about marketing. But before we begin, we need to break down marketing into several categories. The first thing to really understand is the difference between strategy and tactics.
Strategy means that you have determined, in advance, an ultimate goal you would like to achieve for each tactic.
Tactics are the things you do to achieve your goal. A tactic is a marketing effort such as: a yellow page ad, a newsletter, a speaking engagement, a sales call, a trade show, a newspaper ad, a meeting with a new client, etc.
This was perhaps the biggest revelation to our attendees. They had never clearly thought through the ultimate position they wanted to achieve in their businesses. And if they had, those thoughts were NOT being deployed at the tactical level. If you want to be the most respected company in your market, do your tactics reflect that desire?
And they had certainly not thought through the ultimate objective they wanted to achieve for each tactic. This one single mind-set shift will make the difference between truly being the preemptive choice in your market or dreaming about it. You can read what the attendees said themselves (in this letter). They were floored.
We covered 66 primary ways to get customers. How many do you use? Three? Five? I’ve taught many ways to get customers many times before. But what I have never taught, and what was taught differently here (and with piercing effectiveness) was HOW you get the 66 different ways all functioning with the height of efficiency in your business.
Did you know that almost all of our motivation comes from things we see rather than what we hear? How effectively are you using visual aids to communicate your message to your market? How about in your promotional pieces, presentations, trade shows, retail floor space, direct mail, promotional pieces, etc? How effectively are YOU presenting YOURSELF? Learn the details from 20 years of scientific study. Don’t guess. The PEQ can transform you and your team members into master communicators.
Master The Telephone
It’s one of the most valuable weapons in today’s business arsenal, yet most of you are amateurs compared to what this session taught on using this weapon strategically. Seriously, not to be insulting, but I’ve never met anyone who could hold a candle to the techniques unveiled here from a man who has personally gotten to 50 Fortune 500 CEOs and sold them services, some of them close to $2 million. Learn how to master the telephone and you can accomplish almost anything in this world.
In the last ten years, the cost to get in front of a prospect or customer has tripled. Yet, the effectiveness of marketing has declined by 50%. So you’re paying three times as much to get half the result. This session shows how you can get in front of anyone. Period. Short of the president of the United States (and this might even work with him) this segment of the PEQ program shows you that there is no one who you can’t get an appointment with if you so desire.
Follow-Up/Continue The Bonding Process
Is the follow-up in your company up to the individual moods, attitudes and skills of each individual? Or – have you designed highly structured follow-up procedures that absolutely ensure that your company bonds with its customers?
Traits Of Overachievers
This was cool. We actually had a diagnostic test that we gave everyone that determines whether or not you’re an overachiever. How about your staff? Your new-hires? Not only does this segment teach what makes someone an overachiever in business, but it sets up standards for behavior and performance evaluation in every area of doing business. This segment is an awesome experience and you’ll love it.
Hiring And Motivating
There is no way I could do justice to the impact of this particular session. Most people wouldn’t know a superstar performer if they bumped into one. Most companies don’t realize that, for every great idea you have (or I have given you), there are ten top performers out there who would love to take that ball and run with it for you.
And you can get them to work on straight commission, and this program teaches you how. Turn them into your greatest profit center instead of expense. There’s a certain kind of recruiting ad that has a virtual magnetic pull of top performers. There are three things you can do in an interview that will automatically weed out the people who will be problems later. We taught it all in this segment of the PEQ. You must have this intelligence to succeed today.
Understanding “The Sales Process”
Finally. If you don’t understand the sales process, thoroughly, then you are fooling yourself about being successful. Did you know that there are seven fundamental steps that every mind goes through in order to make a purchase decision. And learning those was one thing, and very powerful — but the greatness of this program comes as you are forced to directly identify how those seven steps relate to YOUR product or service.
This makes you a scientist, not an artist. I’ve made you the artist. Now, finally, I’m bringing you the material to make you the disciplined business scientist. The melding of left and right brain into a machine that grows revenue and runs a company like a high powered engine.
The Big Difference Between The Fortune 500
Companies And YOU
I’ve spent 15 years sharing every idea my agile mind can spawn for you. And I’ve helped my clients generate additional billions that they would not have found without me. For that I am proud. But the PEQ takes it further. This program explains the key difference between the view of a Fortune 500 company and an entrepreneur dreaming of “someday.” The Fortune 500 look at their company as an enduring, growing, priceless asset, something to be protected, nurtured, worked over with a fine-tooth comb.
If you’re only looking at your company as a source of funding your lifestyle, you can’t maximize its true potential. In the PEQ Home Study Program we’ll put your company through the PROCESSES necessary to build an empire. Treat it like a child with a soul that needs deliberate nurturing in all the key areas.
To that end:
I added a complete education on the Nine Drivers that make up the most powerful business leverage points you must concentrate on. They are:
1. Your Marketing
2. Your Strategy
3. Your Capital (Human, Intellectual, and Financial)
4. Your Business Model (Shape what you want it to be)
5. Your Relationships (Are you capitalizing on every relationship, from your clients to your vendors, to your friends, associates, business contacts and key influences)
6. Your Distribution Channels and Markets
7. Products and Services (Create constant improvement innovations and breakthroughs in this area)
8. Procedures and Processes, Policies (THIS is what makes a business that runs without you)
9. Your Ideology
Chet takes you through the key implications, nuances, intricacies and finely detailed action processes that are so critical to maximizing the marketing and revenue performance of your company, but rarely, if ever, recognized or addressed.
Process vs. Event Training
He starts by teaching the critical difference between “process training” and “event training.” Event training (which I’ve been unintentionally – guilty of) is when you learn a new technique that isn’t integrated into your processes so that it can maintain and sustain itself. It produces tremendous results for a time, and then you sink right back into the quagmire of the status quo.
Process training is how pilots, doctors and military specialists all get expertly trained. It’s refocusing over and over again at a deeper and deeper progressive level of heightened understanding and proficiency on a critical competency — until you become masterful at it!
Throughout the program, both Chet and I show you not only how to make those ideas self-maintaining and sustaining, but how to make multiple ideas work together in sophisticated combinations to create incredible, quantum growth in your sales, profits, and business performance. Plus, you gain an extraordinary level of new found “control” you never had before.
The Big Secret In Doing A Successful Company Turn-Around
Chet has been hired to do “turn-arounds” on billion dollar conglomerates. He says that one of the biggest things he does with companies in trouble is to get everyone focused on positive goals and solving problems: Most companies in trouble focus all their energy on problems, rather than solutions. An entrepreneur in trouble will dwell so much on the problems (worrying), that their subconscious directs them more to problems than to solutions.
So if you’re in trouble, let us give you the secret right now. Put a heavier focus on solutions than on problems. That’s the first step to eliminating them.
“What did the participants experience? We came away with solutions for both our short- and long-term goals, specifically:
Solutions to achieve our short-term goals for streamlining the current organization to achieve maximum performance. Solutions to achieve our long-term goals to template the El Gaucho concept as a ‘business in a box,’ to successfully expand to multiple additional markets.”
Paul Mackay, Owner, CEO
Mackay Restaurant Group
Why Brilliant Marketing Methods Don’t Always Yield Big Results
Chet then explains why even brilliant breakthrough methods can only yield modest results in the hands of someone who unknowingly practices “event training.” He explains the importance of revisiting the process over and over again until you build up what he calls your “subconscious proficiency,” and he gives you turnkey, results-proven systems for developing your proficiency — your subconscious competency — and vastly expanding your capability in each one of the twelve critical core competencies.
Becoming Master Of Your Own Brain
Probably the most disarmingly powerful “money connection” of the whole four-day event was the session we did on how the brain works, and how it can be harnessed to help you be more effective, creative and successful. Chet has done millions of dollars’ worth of first-hand research and has documented his experiments. Basically, we teach you how to gain control of the reticular activating system, an awesome section of your brain that most of us never intentionally use. We explain “how to ignite the furnace of your subconscious” to create outstanding motivation and change, and the exact processes you must follow to fully deploy it.
We explain why 90% of us talk ourselves into mediocrity, and how to eliminate that — instantly! We teach you how to get your mind working harder for your business, and it’s nothing more than a simple shift in the way you talk to yourself – literally. You’ll be floored by how easy – and effective – this information can be to use and apply!
Turning Strings Into Steel
Chet gives an incredible session called “Strings Into Steel.”You’ll see example after example — in the real world — that you can relate to. We tell you what to never do before you fall asleep. We show you what keeps working when your conscious mind shuts down, and how to use that powerful asset at a level many times greater than the performance that you’ve accepted up until now. We show you how to harness your thoughts and forge them into a powerful battering ram to burst through every wall of resistance you face.
Drive Your Business Up Many Levels
Chet explains how to create the “five critical annual goals” that will drive your business up many levels. He shows you how to figure out what level of desired annual income is truly reachable – and believe me, for most people it’s many times more than you currently accept – and we show you how to get it in the next two to five years. We give you five things to do every month to improve your productivity. We teach you how to develop incredible laser focus, and why it’s the single most powerful concentrator of performance power to improve your tangible results.
How To Set And Achieve Lofty Performance Standards For Yourself And Your Company – And Overachieve Them!
Chet shows you how to set standards that are derived from processes. We then teach you how to make all these processes powerful, effective, and fun.
We then teach you how to think, operate and transact “proactively” vs. “reactively.” You probably don’t realize it, but most business owners function in the reactive mode, reacting and responding to the daily demands of their job. The moment you decide to operate proactively, your productivity and results increase exponentially.
Transform Your Thinking And Focus
We literally transformed the thinking and focus of every business owner and CEO in that room, in four days. The man or woman who walked out at 6:00 o’clock on Day Four was an extraordinarily different, transformed, proactive, systematic thinker now — for the first time ever – all because of what they’d experienced in this four-day program. You’ll get the same results for yourself and your business when you listen, then watch, the PEQ audio and video tapes.
We then explain a higher-level strategic philosophy — how and where to get your business far more customers or clients. You’ll learn the “true meaning” of getting customers for life. We’ll show you unprecedented new ways to treat your customers as special and how to capitalize on them more effectively. We show you how to condition your customers to buy from you more frequently. We’ll explain a powerful process to get your customers to actively seek referrals for you.
Chet explains what he calls “Fusion Marketing,” which is an intriguing parallel twist to my thinking on strategic alliances. But it comes at the subject totally differently, doubling your understanding and ability to act on the concept.
Become Four Times As Productive!
Studies show that only 20% of your time is normally spent on the things that actually produce results. Hence, if you can focus 80% of your time on high-results-producing activities, you can virtually quadruple productivity. We show you how to do that, and more.
Chet will teach you the “Six Steps to Time Management.” He simplifies it, systematizes it, and makes it a simple thing to implement. We’ll then explain the importance of training everyone in your company, to get your machine pulling harder and to yield geometrical results.
We talk about why you need to do regular weekly training, the best way to train your people and yourself, how to maximize everyone’s effort… and exactly how, why, and where training pays off the most. We show you various methods for training, conducting workshops, and role-playing. We show you how to build greater true value in the eyes of your marketplace from six different impact points.
If you’re reading this letter, you’re the type of person who wants to improve and grow. My question is, if the way were pointed out that would really make a profound difference, would you actually do it? This program lays it out for real. Real situations, with real companies, where this approach is producing profound results.
Tom Watson built IBM into a $50 billion business on one laser-like focus: He didn’t sell – he worked on HOW sales would be made. He didn’t program, he worked on HOW to maximize the programming effort. He was like a sculptor, sculpting his business. That’s what YOU need to be, if you’re serious about building a bulletproof business.
If you read all this and do nothing, you’re only fooling yourself. This is all based on what the best businesses do. If you want to continue to work hard for your business, instead of getting that business to work hard for you, then, by all means, ignore the things that have worked for every single company who has applied them.
“The time management section was brilliant. I can see how easily it will increase productivity, even beyond the 20% you mentioned.”
Performance Based Marketing
Christchurch, New Zealand
Planning, Policies And Procedures
To build a great organization, you have to start taking all the goals and plans and use them to create structure in your organization. One of the key traits of very successful people is that they use what we call “The Three P’s.” That’s the third competency.
A McDonald’s in Harlem runs just as profitably (and predictably) as a McDonald’s in Beverly Hills, because there is no area that does not have the procedures down to the letter. What’s more, the employee turnover rate at McDonald’s is 200% per year, but it doesn’t mat.