Mastermind Monthly Magazine

Mastermind Monthly

MAY 2013

Influence

ROBERT

CIALDINI

Introducing

DARE TO DREAM PTY LTD

A Life & Business YOU LOVE MASTERMIND

MasterClass S MALL B USINESS A CADEMY

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DIARY DATES

MASTERMIND THINKTANK • JUNE 17TH, 2013 • JUNE 20TH, 2013 • JUNE 21TH, 2013

MASTERMIND MASTERCLASS • JUNE 18TH - 19TH, 2013

ANNUAL SALES & CONVERSION POW WOW • JULY 22ND - 24TH, 2013

Welcome!

This month’s mag is dedicated to Robert Cialdini.

He claims he wrote the book, ‘Influence: The Psychology of Persuasion’ because he himself was always so easily influenced. He signed on with vacuum sales companies, fundraisers and public-relations companies all in the name of research – to discover what causes us to be compliant, and how to resist the techniques.

His studies identified six core principles of compliance – what he called the Principles of Influence and which have since been renamed the Six Universal Truths of Influence.

•

RECIPROCITY,

•

COMMITMENT AND CONSISTENCY,

•

SOCIAL PROOF,

•

LIKING,

•

AUTHORITY, AND

•

SCARCITY...

...form the basis of marketing campaigns, sales pitches, stage presentations, PR campaigns and leadership throughout countless organisations.

Robert Cialdini didn’t invent the techniques. But he did label them and organize them for us so we can understand them and apply them in our businesses. He now teaches how to apply these techniques to organisations throughout the world, through his business, Influence at Work: www.influenceatwork.com.au Sharon MASTERMIND MONTHLY | April 2013 | 2

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Monthly Rant “IT’S EASIER TO INSIST AT THE BEGINNING THAN AT THE END.” LEONARDO DA VINCI The highest quality of life goes to the person who persists, long after the initial excitement has faded. Starting something is great, but we know that the results go to those who continue through to completion.

Face where you’re not following through on your commitments. Don’t let yourself off the hook with a justification. Complete what you started, regardless of your excuses.

As time goes on, and the original honeymoon period INEVITABILITY fades, get more committed. That first stretch of road is crowded with ‘Gonnas’… ‘I’m going to do that…’

But the action, the results, the rewards and the value is not held there – the value is in that last stretch of road, which isn’t crowded, where there is less fanfare, where less people are watching because the only people there are the people who value going the distance… the people with results.

INSIDE THIS ISSUE 2

Welcome!

9

Member’s Question

3

Monthly Rant

10

4

FEATURE

EXPERT Building a Business & a Life You Truly Love

How Cialidini has Shaped Our Business 8

Food for Thought

13

Cool Bits & Bobs For You to Explore

14

INSIDE SCOOP What’s Going On at The Coaching Institute

16

Your Mentors & Support

17

Upcoming Events

18

MasterMind MasterClass

MASTERMIND MONTHLY | April 2013 | 3

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FEATURE I SHARON PEARSON

HOW CIALDINI HAS SHAPED OUR BUSINESS I’VE HAD TO PUT SIGNIFICANT THOUGHT INTO THE ARTICLE. CIALDINI’S PRINCIPLES OF INFLUENCE HAVE SHAPED EVERYTHING I DO, BUT WHEN YOU DO SOMETHING FOR LONG ENOUGH, IT BECOMES MORE AUTOMATIC. I’M HAVING TO RETRACE STEPS HERE!

So those three patterns of behavior had to go. Yes, easily said than done, but really, easier than people make it out to be. If you’re really going to get effective, then blame, excuses and justifications have to go. Yes?

IN THE BEGINNING My approach to Cialdini was the same, all those years ago, as so much as I read and studied. I was determined to learn how to be as effective as I could. To become effective – successful – whatever you want to call it, I had to learn new strategies.

To learn new strategies I was going to have to get very real about my life until that point. The first thing I had to learn how to do was to be objectively honest about what wasn’t working. I identified that I was, until that moment, an expert at excuses and justifications. I could also blame others like an expert.

So when I read Influence, what I was noticing was how I had used these laws, until then, to play a small game.

LET’S TAKE THE LAW OF CONSISTENCY AND COMMITMENT. By constantly messing up, I could easily justify that I would mess up again. And after a while, I had to believe this to be true,

MASTERMIND MONTHLY | April 2013 | 4

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because the alternative – that I can change my results when I choose to – would mean I’d wasted years blaming when I hadn’t

In hindsight it would be easy to say I have ‘used’ this law to get what I want. Ten years of giving and it’s a fair comment. I do

needed to. That would be painful. Don’t like pain. Keep blaming.

understand how this law works… now. In the beginning, though, it wasn’t for any end game except – give because you’ve been so selfish for so long.

I recognized the pattern. Got real with myself about how I was believing the lie to protect myself from an ugly truth, and got on with facing the truth.

ANOTHER LAW – THAT OF RECIPROCITY – REALLY STRUCK HOME WITH ME. Our social fabric is only as strong as the people who hold it together. I realized that I hadn’t been contributing to our social fabric in a meaningful way until then. I loved the idea of giving – which ties in with likeability – and his message of giving to maintain our social fabric seemed so easy.

So I started to give… lots. By doing so, and not really with the intent of receiving, things began to change. By moving the focus from me onto others, I became more attractive to others. My intent had been to simply become functional and useful to our society. What happened was so much more.

LIKEABILITY WAS A BIG LAW FOR ME IN THE BEGINNING. I had been isolated from people deliberately for so long, I had forgotten how to connect. Being present to, and really listening to others, and not making it about me resolved pretty well all my ‘issues’ around that. I remember my first year of coaching, a lovely lady named Carolyn from Myer, allowed me to coach her for six sessions. Someone might think I was doing her the favour giving her so much, and that couldn’t be further from the truth. The favour was given by her. By her allowing me to give her those sessions, I learned how great it felt to give, and that knowledge is priceless.

SCARCITY, IN THE BEGINNING, WAS A TOUGHER ONE. I was on a mission to coach and was

People began to come to me for advice. It seems when you give generously, you’re more trust worthy.

If you give without thought of return, you

saying ‘yes’ to everyone! My passion carried me through so all good. And then scarcity became more useful the busier I got. Of course, I was booked, so I barely needed to look more attractive to clients!

become even more attractive.

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I WAS THRILLED AT THE NOTION OF BEING WORTHY OF A TESTIMONIAL. IF I WAS TO USE THE LAW OF SOCIAL PROOF THEN I WAS GOING TO HAVE TO GIVE SO MUCH VALUE THAT THEIR TESTIMONIALS WERE INEVITABLE. For someone who hadn’t been accustomed to being valuable to others, this one was a biggie for me. An interesting consequence

– by seeking testimonials, I had to give value, which meant I had to face that I could give value, which meant the law of consistency kicked in and I had to write a new version of who I was, and that was someone who was valuable.

Hmmm…

MASTERMIND MONTHLY | April 2013 | 6

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AUTHORITY MEANT GETTING CREDENTIALS. EASY. I saw the standard of coaching (back in the day!), and the lack of high levels of qualifications, so it was easy to zig when the majority of coaches were sagging and get more accredited.

It gave me a sense of confidence – knowing I was more accredited than most, and that my qualifications were achieved through hard work on my part – the law of consistency kicked in even more.

TODAY When a prospect inquires with us, we make sure that we are generous with our knowledge, our time, our materials and our patience. We focus on being a trusted

ASQA. We have a course accredited with the ICF. You may have seen on Facebook we’re developing a Guild for coaches so we can provide a more relevant accreditation for our students and for the students joining our new schools.

We use scarcity through the number of places available in any one intake w e e k e n d . We c a p t h e M a s t e r M i n d membership at 120 members at one time.

When we are on stage we are firing up the law of consistency… consistently :) Our questions are designed to ensure our members commit to being the best they can be. We aim to drive home the message that you can be, do and have all you dare dream, if you commit. That law is so powerful. It’s the game changer.

adviser for them, so they can get to know us. The ‘shock and awe’ pack is an obvious and simple example of this. It contains a beautiful brochure, a letter of welcome, and a CD and a DVD.

HOW IT MESSES UP

Our consultants are present, patient and available for advice and questions. There’s no ‘pressure’ – just kindness as we get to know one another.

know about what it takes to live a great life, to see what doesn’t work, so we can justify to ourselves why something hasn’t worked for us. We are programmed to look for what’s missing, or doesn’t work, as a way of

The likeability in this is self-evident.

We concentrate on using the law of authority extensively. We are accredited with the Australian government through

MOST PEOPLE WENT TO THIS SECTION FIRST. We have within us a desire, despite all we

giving ourselves a pass. It’s as if by seeing the flaw in another, we’re not so bad when we mess up.

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I don’t know what law that one is, but it has a powerful pull over us. People ask me constantly what mistakes I’ve made. We

FOOD FOR THOUGHT

know that the results are in the modeling what the expert does, but we find ourselves drawn to the mistake regardless.

Yes, I know… We can learn from our mistakes!

I’m not saying we can’t. I get it. We can. I’m saying there is within some of us, some of the time, a desire to see another fall so that we can let ourselves off the hook for our, in comparison, minor failings.

It’s not in all of us. It’s not in all of us all of the time. It’s not a constant. But it’s what can mess us up. Because it justifies us playing smaller.

When someone isn’t working on themselves, but takes their cues from around them, they are going to mess up.

They are going to watch an expert, for as long as they’re ‘perfect’. Then when the expert messes up, they’ll be there to point

OUR BEST EVIDENCE OF WHAT PEOPLE TRULY FEEL AND BELIEVE COMES LESS FROM THEIR WORDS THAN FROM THEIR DEEDS. ROBERT CIALDINI

and stare. it gives the observer an ‘out’ on their lack of consistency.

That’s what I say, I don’t worry about the messenger, I focus on the message.

Because every messenger has their flaws, and I’m not going to let their flaws prevent me learning and growing. That’s using the law of consistency to keep me learning and keep me on track for becoming more effective.

MASTERMIND MONTHLY | April 2013 | 8

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MEMBER’S QUESTION QUESTION:

4.8

WHAT DO I INCLUDE IN MY TABLE OF VALUE? ANSWER: This is a really good question because it raises a few points to consider.

So what do you need to think about when considering ‘what’ goes into your TOV?

BUT FIRST A RECAP.

#1 – THE BIG PROMISE. YOU NEED TO DETERMINE WHAT THE ‘CONTENT’ IS THAT WILL GIVE THEM THAT RESULT. EG YOUR 7 STEP SYSTEM.

Your Table of Value (TOV) is your document that shows your products and prices and lays out your ascension. It’s a really cool strategy that you need to get really good at because of how it can accelerate your client attraction.

First an foremost, your TOV need to crafted on the basis of the ‘BIG Promise’. That is, what are you promising will be the outcome the client will have as a result of completing that specific program?

Secondly, your TOV should be written so that it shows at least 2-3 ascending programs. This prevents the prospect going into a ‘yes’ ‘no’ close and instead allows them options to choose from.

If they really want your premium product, but aren’t ready to dive in 100% you can bump them down into your starter program.

#2 – TOUCH POINTS. WHAT DOES YOUR AVATAR WANT? ONLINE MODULES? FACE TO FACE GROUP? LIVE CALLS? 1-1? #3 – BONUSES. THE BONUSES SHOULD BE THE PRODUCT THAT THEY REALLY WANT. THAT IS, IF EVERYTHING WAS TAKEN OUT OF THE PROGRAM AND THEY WERE LEFT WITH THE BONUS – THEY WOULD HAVE EXACTLY WHAT THEY DESIRE. When you review your TOV with these points, you’ll be able to quickly see how you can improve it to help you articulate your offering better and to help you close more sales.

MASTERMIND MONTHLY | April 2013 | 9

Ilse

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FROM THE EXPERT I JOHNNIE CASS

BUILDING A BUSINESS AND A LIFE YOU TRULY LOVE WHEN IT COMES TO SUCCEEDING AT THIS GREAT BIG WONDERFUL THING CALLED LIFE EVERYONE HAS AN OPINION ABOUT WHAT IT TAKES TO SUCCEED.

#1. MINDSET

At the end of the day you need to make your own decisions about how you want

sense of self-belief or being positive.

your life to look. As one of my mentors once said to me. “You make up the rules. You get to define what you want out of life.” This also applies in business. Remember your business is a reflection of your thinking. If you’re not succeeding in business then something inside of you is preventing your success.

It goes without saying without having the right mindset nothing will ever happen. The evolution and growth of your mindset is absolutely critical in succeeding in business. Your mindset isn’t just about your

Having the right mindset is about much more than that. Your mindset consists of the following:

YOUR VALUES Knowing who you are, and what really

Having worked with thousands of people across the globe both as a business and

motivates you is imperative for your success. Remember your values provide you with all of your upfront motivation. Make the time to determine what your values are.

Chances are if you are not getting the

personal coach, there are many ways to reach your path to success.

results that you want in your life its because of your values

YOUR BELIEFS HOWEVER THE THREE CRITICAL COMPONENTS IN SUCCEEDING IN BUSINESS ARE:

Our beliefs are formed in early childhood deeply embedded in your psyche. We need to make the time to determine what beliefs you have that serve you, and eliminating those that don’t

MASTERMIND MONTHLY | April 2013 | 10

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ATTITUDE

LEADERSHIP SKILLS

The attitude that we have in life and business is a combination of your values and beliefs. Things can get tough in life.

Our ability to lead is critical to your business success

This is the time we need to develop the right attitude. An attitude of persistence and determination.

DECISIONS Success in life and business is about making fast decisions and learning from our decisions. Things will never be perfect, stop waiting for things to be perfect before you make a decision. Just make the decision and get on with it.

#2. SKILLSET Sometimes in the world of personal growth.

People tend to focus only on the mindset side of things. I cant count the number of times I have been to seminars and seen motivational speakers pump people up with self – belief and confidence, tell them they can achieve whatever they put there mind to but never give them the right skill set for succeeding in business. When it comes to developing the right skillset we need to realise that things are constantly changing.

You are constantly evolving. It’s not enough

INFLUENCE SKILLS We need to be able to influence people to our vision in life. All great leaders are great influencers

LEARN TO LEVERAGE If you want to succeed in business you need to lear n the ar t of leverage.

Leveraging other people time and money if you want to succeed

DISCIPLINE Discipline is a learnt skill. Nobody is born good at time management or money management. These are learnt skills and require discipline.

CONSTANT EVOLUTION We need to be willing to take an honest look at ourselves and be willing to work on our weakness and continue to develop our strengths

to have the right “attitude”.

We need to develop:

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#3. TACTICS Business is a tactile game and things are constantly changing. We need to be strategic in our approach. Tactically we need to:

NETWORK No business is conducted without networking. Go out there and meet new people. Make new contacts

INVESTING We need to learn to invest our money and time wisely

MARKETING Without marketing nothing happens in business. We need to be constantly keeping up with the changes in ways to reach out to our customers.

The art of building a business and life that you truly love comes down to mindset , skillset and tactics. We must constantly be working on these areas in our life and business. Challenging our perception of ourselves, moving beyond our own limitations and never getting complacent.

Most businesses don’t succeed because they get complacent. Most careers never flourish because they get complacent. The majority of people never live a rich life

because they get complacent. To build a life and business that you truly love we need to be constantly evolving. I think Ralph Waldo Emerson said it best:

“THE SOUL DRAWS US TO GREATER CONCENTRIC SPHERES. EVEN GREATER HORIZONS TO SPACE AND THINKING. THE BIGGER WE THINK THE MORE WE DRAW INTO OUR LIFE” YOUR SUCCESS IN BUSINESS AND LIFE COMES DOWN TO YOUR DESIRE TO BE CONSTANTLY EVOLVING AND GROWING IN ALL THE AREAS OF YOUR LIFE.

Johnnie

Cass

Johnnie Cass is a highly regarded international success coach. For the last ten years he has travelled across the globe, worked with one of the largest personal development companies on the planet and had the privilege to be associated with some key industry players. He has personally worked with tens and thousands of individuals to create a life that they truly love.

MASTERMIND MONTHLY | April 2013 | 12

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COOL BITS AND BOBS

FOR YOU TO EXPLORE...

HTTP://WWW.YOUTUBE.COM/WATCH? V=CFDCZN7RYBW&FEATURE=YOUTU.BE Awesome animation describing the Universal Principles of Persuasion based on the research of Robert Cialdini.

LAW OF SOCIAL PROOF

HTTP://WWW.INFLUENCEATWORK.COM MASTERMIND MONTHLY | April 2013 | 13

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INSIDE SCOOP I SHARON PEARSON

WHAT’S GOING ON AT THE COACHING INSTITUTE FIRSTLY, I’VE JUST BOUGHT THE BUSINESS NAME DARE TO DREAM PTY LTD…

THE COACHING INSTITUTE Australian, face-toface accredited training for coaches

IT’S BECAUSE IT’S TIME WE HAD AN UMBRELLA NAME FOR THE DIFFERENT DIVISIONS WE’RE OPENING UP. THIS IS HOW IT WILL LOOK IN THE YEAR AHEAD…

The thinking is that our intellectual property and our culture are probably our greatest assets, and those we can replicate in different divisions, so that’s what we’re doing.

It’s getting to the point where within our business, saying ‘The Coaching Institute’ is getting inaccurate, as we now have

TRAINER’S ACADEMY For trainers, online content and classes

divisions that deserve as much attention as TCI. So that’s how I came up with Dare to Dream Pty Ltd - it can be the umbrella title that refers to and include all we have on the go.

A work in progress for sure... :)

MASTERMIND MONTHLY | April 2013 | 14

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TCI INTERNATIONAL Accredited with the Guild and ICF, all online and through classes INTERNATIONAL COACH GUILD

dare to

!eam PTY LTD

THE EXECUTIVE COACHING ACADEMY !

MASTERMIND

! ! !

Moving towards a CEO Mentoring program with different speakers

For executive coaching and leadership training, all online and through classes

MASTERMIND MONTHLY | April 2013 | 15

Accredited individuals and courses for coaching

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MASTERMIND MASTER CLASS WELCOME TO A NEW ERA OF MASTERMIND I introduce to you Australia's most charismatic and inspiring leaders. Pulling methodologies and content from all sides of t h e i n d u s t r y, t h e s e p re s e n t e r s a re guaranteed to bring the spark every aspiring business CRAVES:

Ch$s

Peter

Helder

#u$n

Having mastered the power of mindsets, genuine communication and influence, Chris is now one of Australia’s most sought after keynote

As one of Australia’s most successful and highly esteemed motivational speakers, Peter’s concepts cover areas of desire, belief, goal setting, planning, balance and education. He has helped thousands of people take action and excel in their chosen discipline.

speakers.

FOR MORE INFORMATION, LOOK OUT FOR THE MASTER CLASS FLYER COMING YOUR WAY IN THE MAIL!

MASTERMIND MONTHLY | April 2013 | 16

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After selling in excess of $10 million worth of personal development programs for one of the world’s largest organisations, Johnnie has the knowledge to drastically improve your success rate. He will share the tools and skills to increase you closing success and manage ANY sales objection.

Johnnie

Kim

Cass

%Kay

Kim McKay's international career in media, social and sustainability marketing and communications spans over 25 years and every continent. A highly skilled communicator and entrepreneurial marketer, Kim has created and managed many visionary and large scale international projects.

Combine them with a Master Class from the relentlessly inspirational Ilse Strauss and you're ready for one hell of a journey. This is Mastermind taken above the average. This is Mastermind taken above the exceptional. Do your business justice and join me for this truly inspiring two day event.

Sharon MASTERMIND MONTHLY | April 2013 | 17

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IN THE LAST WEEK OF MAY (DETAILS TBA) MASTERMIND HOTSEAT WITH SHARON PEARSON

UPCOMING

WEBINARS TUESDAY 4TH JUNE 2013 5PM-6PM MASTERMIND Q&A WITH ILSE STRAUSS

TUESDAY 4TH JUNE 2013

VISIT THE MEMBERS SITE TO ACCESS THIS MONTH’S WEBINARS HTTP:// MEMBERS.SMALLBUSINESSAC ADEMY.COM.AU

4PM-5PM MASTERMIND NEED2KNOW WITH ILSE STRAUSS & JOHNNIE CASS

MASTERMIND MONTHLY | April 2013 | 18

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UPCOMING

EVENTS

17TH, 20TH, 21ST JUNE 2013

MASTERMIND THINKTANK

18TH TO 19TH JUNE 2013

MASTERMIND MASTER CLASS

22ND TO 24TH JULY 2013

ANNUAL

SALES & CONVERSION POW WOW

EMAIL

BOOKMYEVENT @THECOACHINGINSTITUTE.COM.AU

TO RESERVE YOUR SEAT TODAY!

MASTERMIND MONTHLY | April 2013 | 19

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YOUR

MENTORS & SUPPORT

ILSE STRAUSS

To access the mentors email

mmmentor@ thecoachinginstitute.com.au

MARY ANNE

to request time with a mentor!

MASTERMIND MONTHLY | April 2013 | 20

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S MALL B USINESS A CADEMY MASTERMIND MONTHLY | April 2013 | 21