#197 Mail-Right Show With Brad Sugars The Founder & Chairman of ActionCoach
We Are Interviewing Founder & Chairman of ActionCoach Brad Sugars
We Discuss Brad’s New Book “Pulling Profits Out of a Hat.” And How to Make Yourself a Top Producer In Your Local Market!
Brad Sugars came from humble beginnings but has built a life and a business that many would cite as the very definition of success. Sugars, a self-made multi-millionaire, is the founder of the global business coaching franchise ActionCOACH™, an international business speaker, author, and entrepreneur.
Sugars has written 17 business books, the “Instant Success” series, which were originally self-published. In 2006, when McGraw Hill bought the international publishing rights to the series, it was the largest multi-business book deal involving a single author.
His ActionCOACH™ team works with tens of thousands of business owners in more than 60 countries with his simple yet powerful business growth techniques every day. Professionally, nobody has created a bigger impact in Sugars’ life than Jim Rohn. As a teen, he scrimped and saved his allowance in order to afford tickets to a Rohn seminar, and despite being the youngest person in the audience, what he learned there has informed his own business practices and philosophies on life.
Jonathon: Welcome back folks to the Mail Right Show. This is episode 197. I’m really looking forward to this particularly interview. We’ve got a great guest on the show from a multi-million dollar business that’s worked with a number of small businesses. Helping them become more profitable. I’m sure he’s gonna have some great insights and that’s Brad Sugars, the founder and chairman of Action Coach. Thank you so much for agreeing to coming on the show. I’ve been really looking forward to this interview. Would you like to introduce yourselves to the listeners and viewers?
Brad: Well first of all I just want to say guys, how did it take you 197 episodes to finally get me on here? That’s the first question. I wasn’t number one or two on your list, that’s the first thing.
Jonathon: It’s all my fault.
Brad: Look, I’m Australian. We blame anyone that’s any way near related to English, so that’s first and foremost.
Jonathon: I know my place. I know it was going to be different between you and Robert.
Brad: Like 200 years ago you send all the fun people to Australia. We know that. So that’s okay. Anyway I built Action Coach and I built many companies. I’m basically an entrepreneur who fell into a training business and then turned it into business coaching. And now has the biggest business coaching company in the world. In 88 countries. I think we have just topped 1100 offices I believe, around the world. We just opened in Russia. That’s kind of cool and coaching business people in Russia.
Jonathon: I’m sure that’s really interesting.
Brad: Yeah. I’m sure I’ll get called up on a presidential inquiry very soon man. You never know what will happen.
Robert: Which President?
Brad: And book number 17. This one back here behind me pointing profits out of your hats. So I keep writing and I keep teaching and I keep buying companies. So that’s what keeps me busy.
Jonathon: That’s great. And I’ve got my great cohost. He has returned from his vacation to Europe.
Robert: It wasn’t a vacation I was working.
Jonathon: But you seemed to be partying a little bit.
Robert: I have been riding a bike around for me.
Jonathon: There we go. He has done a little bit of business.
Robert: Soul searching and writing.
Jonathon: Yeah, that’s right.
Robert: We discovered that it is necessary to keep me focused on the mission at hand.
Brad: Here is what it is Jonathan. The only things that get posted on social media are the fun parts sitting in a meeting do not get posted on social media.
Jonathon: I’ll listen to whatever you have got to say Brad.
Brad: Anyway, that’s my story and I’m sticking with it.
Jonathon: Robert would you like to introduce yourself to the new listeners and viewers?
Robert: I’m the founder InboundRem. We started off as a blog educating real estate agents and brokers and how to do real estate marketing. And then we branched out, started a service company that now it’s a full service SEO inbound marketing company. That actually does marketing for real estate agents. If you want to know more about me you should check out my website at inboundrem.com.
Jonathon: That’s great. So Brad I will start off with your very extensive experience on helping small businesses. That’s what a real estate agent is involved in building a business and a local brand. Reflecting back, what are some is there one thing or one thing that comes to your mind that a real estate agent really needs to understand?
Brad: Oh Dang. Only one? Start off with the really easy, hard question. You know, it’s easy. What do they need to learn? And then can be hard by saying what the one thing is. I think that the first and foremost is understanding the value and the value proposition that you bring to the table. How are you different from any other real estate agent? Because that’s in my books. I go back to, I’ve had many realtors as clients over the years and I just look at how you differentiate yourself from everybody else. Because everyone’s going to call two or three, everyone’s going to interview two or three, get appraisals from two or three.
And then they’re going to make a decision on who represents them. And then they gonna look at who’s going to represent them as a buying agent. And what you got to understand is that that person buying has to find no like and trust real quickly. I mean no `like, and trust has been around forever and sales for one simple reason. Why do I know? How do I know you? How do I like you? How do I trust you? And so I always look at what do you do? And if I was to boil it down to one thing is. In an invisible situation, you got to turn yourself into something visible. So what is it that you do? How do you do it? That actually makes you visible? So I brought a prop on today’s poll. This is Action Coach.
We coach business owners. When we go to introduce ourselves to someone, here’s what we actually send out. We send out this beautiful box with our logo and the label will be up here. We actually send it out across North Korea. So it’ll be to you within two to four hours of buying. Of calling us Kelela quotes, blood on the back of you. The biggest risks you can take are to do nothing by some handsome guy named Brad Sugars. You know, you open the box up and the first thing you see is this big folder with a list of all of our programs. Over here’s the letter and down here’s the business card. The next thing you see is this chip. It’s like a business card chip thing that literally goes out and they put it in and it’s a video of me, but it’s also testimonials from clients.
It’s a whole bunch of things. And there’s a whole book, which is testimonials from clients or case studies of our clients and how they’ve succeeded in business. And there’s a whole magazine about everything we do and what we do and case studies again about clients and how they’ve succeeded. So if you start thinking about it before we even arrive at your doorstep, you’ve already got this whole package that shows you who we are, what we do, why we do it, how we do it. You got a package that says our customers love us. You’ve got to package that shows you why we’re different to anyone else you’ve ever spoken to in business coach.
You see, my biggest challenge with most realtors is that they think when I’m a sales person, I just can’t do sales. No, no, no. The marketing is missing. If you have, and I will be very bloody if you have a freaking billboard or a bus sign with your freaking head on it. I need to kick you in the backside right now. Because that is just like, I just want to die every time I see one of those billboards with your head and the real estate guy, good luck. Congratulations, that’s fantastic. Oh, that’s not. Once they contacted you is when the marketing really starts.
Robert: I just want to point out something for our listeners who’ve been with us for a while. So Brad, if you guys are just listening and you’re not actually watching. You should at some point move over to our YouTube channel so that you can actually look at Brad’s identity and marketing package that he held up. And the reason that I say that is that John and I have many times on the show talked about the importance and relevance of case studies. And virtually everybody that I know in real estate right now that is making any money using direct marketing on what we call a landing page inside our digital business. They’re doing it case studies, which is what literally held up and then said, I’ve got case studies here. I’ve got case studies here. It seems to be your primary mechanism of transferring brand.
Brad: Let’s remember this, that the your marketing message the champion. It would have been a great movie. The movie has a winner. It has the champion. Every marketing message, the champion of that message can’t be you as the business. It has to be your customer. The customer must be the one in the story. The customer must be part of that story. And so if you’re building a marketing campaign, it’s about you and how great you are and how you’re a genius. And how you are the rock star, you’ve just lost. You immediately just lost the whole thing. There are three things in marketing today that are absolutely vital, more vital than they have ever been in the history of marketing. Number one is ratings.
Your ratings are the most important thing today in marketing. It doesn’t matter what you look at. If you are not rated, probably I ask people all the time, no matter what business, hey, tell me what’s your Google rating right now? So you know on your website, if I go on Google and I look up your rating for your business, what is it? People look at me go, I don’t know. You just shot yourself in the head. I mean, you might as well just give up business if you don’t know your ratings. And of course there’s local websites and there’s industry specific websites and there’s all that sort of stuff. But ratings are number one on the scale right now. Number two is testimonials. And testimonials that are in video are the most important testimonials you can get. There’s no two ways about it. Video, video, video, and video.
If you look at where the Internet is at right now, let’s just understand this. Google Adwords, it used to be fairly cheap to buy Google Adwords. Now you’re five, 10, 15 times the price. It was when it first started. If we go back to even winning just organic, remember when you get actually when organic, in fact, go back to email marketing. I remember email marketing when you could get an 80% open rate because people are like, holy shit, I got an email. Wow, I’ll open this. You know, that’s how old I am. So dang, there you go. It’s like you wear a hat because you’re young. I wanted to cover up my grey.
Robert: You got to step carefully. I look 15 years younger than I am. I’m pretty damn close to your age.
Brad: So and then you take a look at it. Today’s world, and this is the way your inbound stuff and is why I love is you’ve got to understand. That getting content into Instagram and into Facebook and into any of these sites. You know, maybe not Pinterest, but you know any of these LinkedIn getting video into these things, creating the expert and just being that person, hey, you cannot beat this. Like even before we did this. Robert I’m going to throw you under the bus a little bit here. Before I got on this. He’s like, Brad, how does a guy like you? How do we get you on our little podcast? I am a micro marketer, I’m a content creator. I want content in as many places in as many ways and as many things. People say, oh, it costs a lot of money to do marketing. No, it takes a lot of time today, about 50% of marketing today is money.
The other 50% is time. So what are you doing? Are you allocating time to marketing? Are you spending money on marketing? You can choose which one you want to do. I put a lot of time into it.
Jonathon: Brad first of all, thank you for mentioning that. That saved me some editing right there for the podcast.
Brad: But here’s the thing though, what you guys have understood about your podcast and what most people don’t understand that our marketing is the third most important thing about marketing. It’s called micro. You got to get granular in your marketing. You’ve got to pick your target audiences down to the micro targets. Let’s just say, I asked the average realtor who’s your target audience? Will anyone in this geographic area? Well then you’re an idiot. You don’t understand marketing in any way, shape, or form. If you think anyone in your geographic area that, no, no, no. I specialize in getting sales of run down homes for interstate owners. There’s one special market of mine. Then the second one is, I specialize in investors who are owning 20 or more properties.
I specialize in it. See if you get real good with your marketing and that’s what you guys have done. You have several thousand listeners. I mean they are avid fans, raving fans love what you do and I will admonish what you said there. Get on the YouTube channel, don’t just listen, and watch because there are a lot of different things you don’t get any inflection by just listening to a podcast.
Jonathon: Also I just want to share this little story. I can use all my legacy devices on my lovely new MAC. And some of these hubs there are around $300. And they got some lovely websites showing their products. Lovely marketing materials. And then you go to review sites like Amazon and you read the reality that this hub, that hub. You’d be lucky if it works or it doesn’t work. Most of them blow up after three months. And then when you contact the support there is no support. On the website they say that they give lovely support.
And I just wonder if these companies are living in a kind of fantasy world where they going to go to review site. So I learned the truth about them.
Brad: Where they’re living is marketing has no reality of what’s going on in operations. Where they are living is two totally different parts of the world.
Robert: For our audience once again because Brad is shooting off. So guys I want to reemphasize, we’re probably talking to one of the most relevant guys in business coaching and he’s getting out a lot of really rapid fire advice. So I’m just going to summarize some of what he’s saying. So Brad is saying, and I agree 100% where I wouldn’t be summarizing it is one, don’t be a wandering generality. Be a meaningful, specific, very specific targeted audience within your geo specific area.
If you want to be a condo specialists, great. With condo buildings, become an expert in those buildings. That’s what we mean. Get granular with your expertise. Number two guys. I’ve been saying this for a long time. I’m super happy that that guy never met. It’s just getting on the show and he’s so wildly successful. And he is saying the same thing I’ve been saying for so long, which is get reviews and writing. Even if you’re driving somebody around in your car and it’s just a relationship that you had that doesn’t equal a sale. For the moment, that something you can start with. And then when you have your customers, the people who’ve done a transaction with you. That’s when you move into the next that Brad said, which is get a video, get a video of those people with the keys. It’s Hokey or anything if they’re happy or if they signed the paperwork.
Brad: Can I add one little thing there?
Robert: Of course.
Brad: You’re spending all this money to get someone to come and take photographs of the house. You spent all this money, get someone to come and take videos of the house, and get them to do it while they’re there. Just get them to do the video of the testimonial while they’re there. Don’t waste the money, but get it done together.
Robert: And then last but not least, also he’s saying it subtly. Because I did ask the question and I’ve gotten a great answer. But Brad is really impressing me with his entrepreneurial roots. Because here you have somebody that probably has more success than many of us do. He’s on a micro focused niche podcast aimed at an audience that he knows he wants to speak to. So how do you learn that from that as a real estate professional? Well, you go to neighborhood scout or any of the neighborhood social media sites, and you literally get on there. And find out where the events are taking place. And you take your video while you’re doing it right. And you start to micro market to your own demographic. That’s what, how you apply what Brad’s doing on a local level. And that’s my thoughts so far about the show. I think it is probably break time.
Jonathon: Yeah. We’re at break time folks. We’ll be back in a few moments where we continue our discussion with Brad Sugars. The founder and chairman of Action Coach. We will be back in a few moments’ folks.
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Robert: Well regardless of your reasons, thanks for coming and doing the show. Man.
Brad: This is great. As I said, I listened to the other day to a couple of them. I always try to do that Friday on a podcast. So it’s listened to a couple and I learned some things and I also get to see the start. I knew today I was going to have to cut Jonathan off halfway through a sentence because they just last forever his English.
Robert: Okay. Yeah. I’m not touching that man. I got to live with him. Okay.
Jonathon: We’re coming back. My guest and my cohost have been insulting me. But I’m used to it. I know my place listeners and viewers. And you know it as well. So Brad you’ve recently done a new book Pulling profits out the hat. What are some of the key things that people’s needs to know about the book? And some of the key ideas you are trying to push in this new book.
Brad: Well what we looked at as we sat down, we said, what is it that creates exponential growth? Because a lot of business people don’t. They set a goal of 10 20 30% growth and I always challenge you or what would you have to do to have a 10 times growth or 20 times growth. Not a percentage growth but multiplied growth. And a lot of people don’t even think that way. First and foremost, they sit there and go, well you know, 20% seems really hard. Why would I? 20 times just seems out of this world. Well we sat down and looked at is, which of our clients are doing that? Why are they growing such an exponential rates? And what is the similarities between those that are doing it? And it came down to five disciplines. Discipline of strategy. I use the word discipline by the way, for a reason. It’s not something you did once and got good at it and then you forgot about it. Because you know, half of businesses would be twice as successful if they just did all the things they used to do that made them successful. I mean that’s crazy.
So discipline is strategy, discipline of execution, discipline of people, discipline of business development and the discipline of mission. I’ll start with mission first, cause I think that one’s important. Business in today’s world, business has to use the word love. Your customers must love buying from you and your employees must love coming to work. It’s no longer about they come to work for a paycheck. It’s no longer about that. People stop and say, you know this millennial generation odds, just so bad in the laziest. Well every generation has been called the laziest generation by the previous generations. That happened forever and a day. So we’re not gonna worry about that. What is forward it’s the why are we doing this? The mission of the company. If you don’t have a why, then it’s very hard for your customers to be a buy into your vision. It’s very hard for your customers or your staff to buy into what you’re doing and feel like they love coming to work.
Jonathon: So can I offer a little sub question of that?
Jonathon: Now most people, most real estate agents are honest. They will say they went into real estate because they want to make good money. And provide good service, but also a lifestyle to their family. And that’s why they got into real estate. And somebody would criticize that reason. But I think that’s totally honest. And it’s a fair thing to say, isn’t it? As long as you also want to provide good service to your clients.
Brad: And that’s great. If you just want to be average.
Brad: If you don’t want to exponential growth, then fantastic. If you want to exponential growth. The similarity in the companies that are doing that is they have a mission that is above and beyond making money. Above and beyond just good service. It’s doing something for the community. It’s adding value to people. It is building. That’s what we do when you look at these companies, because the reason I wrote the book, Pulling Profits out of a Hat is I sit with a buddy of mine at lunch. And he runs a very large corporation Will Buy. And he said, it just seems like magic the way these companies like Ikea and Amazon do this. It’s just magic. I said, seriously, you actually think it’s magic. Is it all magic is just a system. Same as business. Just the system. There is a recipe for business success. I remember one of my I think it was have been my third or fourth book. It’s called the Business Coach.
And after we’d coached 13,000 companies to success, I wrote the book on, this is the formula for how we create a successful businesses. This is the actual recipe. If you follow the recipe you too can succeed. If you don’t follow the recipe, you’re not going to succeed. In most business cases let me be really blunt. Most people never even learned the recipe, let alone follow it. And there’s the even crazier part is some people that young write a book and they’d never coached one business. And they go, here’s the business success by, come on. Seriously. We have 18,000 clients a week. We coached in the world. We have 200 and something thousand a month that we work within our group programs. These systematic methodology. And that’s why I go to the five disciplines. Because people are like, well what if I get three of them? Well then your business will be okay, I guess. You know, if you want it to be exponential in growing year, on year, on year multiplying, then you’ve got to get five. He can’t get four. You can’t get seven. You got to get five. I took two years to write this book. Its 392 pages. It weighs two and a half pounds. It’s a giant of a book.
Robert: How much research did you have to do to write this? So you’re at your lunch with your friend and he brings up this concept. And you intellectually as an entrepreneur. And you go I know that this is systematic. But how do you? Cause I’ve written before my.
Brad: I grabbed my total with a month who’s my top one of my top executive coaches in the world who does this all day, every day with these clients. And we spent two years putting this book together. Two years of working with clients, two years of testing it out and throwing it at them, getting them to do it, getting them to use it to see what happens. Oh Man. And then creating this book and it’s like a full color print and all that sort of stuff. It’s like, it’s heavy.
Robert: So you’d like to talk about case studies a lot. You test marketed it for two years before you turned it into print form. What happened with the case studies?
Brad: Basically what happens is this. So what we found with most good businesses is that they’ve got three out of five. Maybe four but most often three out of the five disciplines where they’re doing good. And oftentimes that comes down to the experience of the owner or the experience of the CEO. So like if I’m more sales oriented then of course that area is going to be more where I’m good at. And that sort of thing. If I’m more leadership oriented than the people in the community. And the mission is going to be more. So what we found is that to round them out, first of all that was tough. To round them out was real tough because first of all they got to understand the five. Then they got to understand the value of the five and then they go to stop working through. It took us about 12 weeks. That’s three months to get traction in each of the five disciplines.
That’s why we built a whole process where if anyone wants to they can jump on pullingprofits.com. And there’s a whole process we take people through for 12 weeks in each of the five disciplines. To actually get them to have that result and stop with the exponential growth. So yeah, growth rates improve, all that sort of stuff, but even you just go back to that simple mission. Then you add mission and people together and you taking a group of people that. Cause you got to remember in this day and age where in the most disengaged workforce age that we’ve ever had. The most disengage. Take the mission and how do you actually recruit, hire, train, manage, lead, mental coach, great employees. Add those two together and you start getting traction. Then you got to get the right strategy. Strategy is a discipline that most people have no clue. They’re like my strategy is Facebook advertising. That’s a tactic my friend. That’s not a strategy. Strategies, how you build the entire organization strategy.
Jonathon: I have got a little question about staff. And I think it’s very relevant for real estate. You want to build up a small team. Is that, I’ve looked at recent surveys in Britain and in the US. And it says that almost 90% of employees hate their job. And hate the company that they’re working for. Do you think that is probably right? And in the reality of the market place, how can employer change that? And have a workforce that’s really focused and enjoys their work?
Brad: Well, I’ll give you three answers. That number one, I don’t agree that they hate their work. I agree that they’re disengaged. They agree that they are not on loving coming to work. There’s a distinction between hate and not loving. There’s a distinction there. If we look at all the surveys and there’s a bunch of them out there on employee engagement. I also own an employee engagement company called Engage and Grow. Actually just coauthored a video. First video book I ever did with Dr. Marshall Goldsmith, Dr. Mark Thompson and Ritch Maloney and myself. If you jump on any of my social media, you can find it. It’s free. It’s right there. It is 10 chapters, about 10 15 minutes each chapter. But it teaches all employee engagement strategies. And how you can actually bring engagements. So there’s the answer to the second part of that question.
I would say the third thing is that, I’ll give you an answer that my dad gave me when I was, I think 20 maybe 21. I went to him and said you know what, that I just can’t get good people. And he looked me dead in the eye and he goes, Brad, you get the people you deserve. I was like, he says that you’re an average manager, run on an average company. The highest caliber of employee you are ever going to get is average. So it’s like if you’re not a great manager and a great leader, don’t expect great people to want to work for you. They’re just not going to. You got to remember the greatest of employees already have a job for you to get them to come and work for you. You’ve got to convince them to come work for you.
You actually got to give them reasoning to come work for you. So why? You mentioned something there, Jonathan, about people want to build a small team. I don’t ever want to coach anyone that wants to build a small team. I want to coach people want to build a big team. And it could be a small team of massive performers, but usually to build a small team of massive performance, you’ve got to have a fairly large team of average performance to pull out the one or two or five that are massive performers in amongst that. That’s generally the way it works. So I love your question. I think it’s very important aspect looking at employee engagement, but without the right strategy, employee engagements, nothing. That’s a simple example of that. Let’s look at strategy in any business.
So let’s say I wanted to go into the music business. I can have the strategy of being the guy that’s the drummer in the band on a Friday night. Or I could the strategy being Spotify or iTunes or anywhere in the middle. I’m still in the music industry, but what’s my strategy behind that? See, most of what I do today is, do you remember, did you see the movie, the founder with Ray Kroc? It was about him and McDonald’s. It should have been called the finder, not the founder. Because he didn’t found McDonald’s. He went, came on and he was a finder. He came across the McDonald brothers and did that. So that’s what I do today. Like I just bought a company down in Melbourne, Australia, commercial cleaning business. Now, great company, phenomenal system’s amazing marketing and sales stuff.
And they’re in one city. I like, let’s put you all over Australia and then we’re going to get all over England. And then we got all over America and then we’ll worry about the rest of the world. Just bought a company down in Houston, Texas, property Management Company. Amazing system, brilliant outsourcing. Just phenomenal. One city, Austin, Texas, Houston, Texas. Now they’re all across Texas now. We all across the United States. Just from in the middle of raising capital, put that thing in every city in the u s 2100 offices. I believe we’ll end up. The thing about it is it’s, and the reason I started with the whole thought of exponential growth, because I think most business people think too small. I think most business people think too small. You can work 40 60 hours a week on the small business. You can work 40 60 hours a week building a massive bits and the same number of hours.
Jonathon: Can you send me a copy of your book?
Brad: Absolutely. Absolutely. You order it on Amazon, I’ll send it to you.
Jonathon: That`s great thank you.
Brad: I’m a salesman, John. I’m a salesman. You know that through and through have, I’ve never given away something I can sell. And there’s, there’s another good lesson for us. That’s exactly right. And they have to remember it. Remember this also, I teach this stuff and I fall for it.
Robert: Do we get the 10 extra minutes? Because I want to do the same thing with this section that I’ve done for the others and summarize them into actionable lessons.
Jonathon: I am boring the office until it pushes me away. So Brad, how can people? What’s the best way for people to find out more about you? Your ideas? And what you are up to?
Brad: Any social media you’ll find me on LinkedIn, Facebook, Instagram, Twitter, not Pinterest. There’s not a Pinterest guys. Or bradsugars.com or actioncoach.com. You can jump on any of those. We make it pretty easy to find this. If you jump on actioncoach.com we got everything right there,
Jonathon: That’s great. And Robert how can people find out more about you and what you are up to?
Robert: Same way that I opened up the show with inboundrem.com is always just the best way to find out about me. You can see the podcast. I’ve got all the same stuff that Brad does. YouTube, Instagram, Facebook. Just go to my website.
Jonathon: Okay. And if you want to find out more about Mail Right we have got some fantastic announcements. We’ve added a page interactive page builder to our website functionality. So you can drag and drop and move things around and build your own great real estate market landing pages all drag and drop. And also on our social media side, we have added instagram. So you can push and we can supply posts, Facebook, Twitter and to Instagram as well. If that sounds really interesting and it should be to you. Go to the mail, right website. I have a reader and you can also sign up for a free demo. And I will show you personally myself the power of Mail Right. We will be back next week folks with another great guest or internal discussion with my cohost Robert. And we wish you great hunting and getting those quality leads. We will back next week, folks. Bye.
Chairman & Founder ActionCoach: Something Out of Nothing The Miser’s Dream
New Book: “Something Out of Nothing The Miser’s Dream”