CAPÍTULO 3: VALIDACIÓN DEL MODELO
3.6 Desarrollo práctico y explotación de los resultados
maybe that will be my legacy in life. ! have enjoyed you tapes and most of all I know they have helped me.
Sincerely,
Ed Cheslack
P.S. please change my address 1446 Catholican everything else is the same. Will send publication release in the mail
(Jay idea in action) MEMBER BLACK HILLS HOME BUILDERS ASSOCIATION
MEMBER HOT SPRINGS CHAMBER OF COMMERCE
Abraham Publishing Group Inc. Jay Abraham Personal 950 Indian Peak Rd. Suite 100 Rolling Hills
Estates, CA 90274 Dear Jay:
Just a short note to let you know how important your marketing information has been to me in the last two years.
I have been in the accounting and tax business since 1976.
For years I reported a small growth each year depending on how the economy was moving along.
In 1992 I realized that a major slowdown in the economy was coming and also that more clients were using in-house computers which cuts into our profit.
After hearing your information we took a number of steps you suggested as I have outlined below.
1. We hired a Telemarketer
2. We set up 3 seminars a month.
a. "39 Tax Saving Ideas"
b. "How to Start your own Business"
c. "Living Trusts"
In 1993 our first year that we implemented the new program our revenue increased 19%. Our previous years sales had been flat. In 1994 our sales projections are to increase 25%.
Your program and suggestions have been invaluable to our company. We enjoy working with you and keep up the good work.
March 4, 1994
Best Regards,
Stan Unruh
Derek F. D'Angiolini 1127 Mill Rd Hatfieid, PA. 19440
215 997-2877
Abraham Publishing Group.. Inc. - Jay Abraham Personal 950 Indian Peak Rd. Suite 100 Rolling Hills Estates, CA. 90274 Dear Jay:
I have received your Success Stories Wanted letter and I will gladly tell you how you have influenced my career.
I am a mortgage broker in Pennsylvania I originate 1st and 2nd mortgages throughout the state. I have successfully applied many of your concepts and ideas in lead generating and display advertising.
I became aware of you in 1989 when I purchased "Your Marketing Genius". It has set me on a path of marketing awareness as never before. I discovered USP by reading your materials and I now apply my own unique selling proposition in all my advertising. I have more than tripled my gross income well into six figures by applying, twisting and turning some of your concepts. Because of your training, it has opened other doors of experts mat I might not have ever been exposed to.
Names like Claude Hopkins. Gary Halbert, Reeves Rosser, to name a few. I look forward to attending one of your seminars in the near future.
Jay, thanks for putting your ideas and concepts on paper. I have made my orginal investment of your materials back many times over. I still review from time to time my treasured collection of your reports and text
P.S. You have my permission to quote any and all of this information in your marketing efforts.
Elise V. Kennedy McKinley Lee 6116-127th Pl. S.E. Bellevue, WA 98006 (206) 781-3507
Abraham Publishing Group, Inc. - Jay Abraham, Personal 950 Indian Peak Rd., Suite 100 Rolling Hills Estates, CA 90274 3/08/94 Dear
Jay,
I'm glad you asked for our input on this because my friend McKinley and I got some great ideas from your seminar last August which we put to use. Mckinley does real estate investing and we decided to do a joint venture together on a couple of single family properties. One of the properties was picked up for 69K and the other for 95K. We put about 15K into both properties. The first one sold for 92K, the second one sold for 126K for a total profit of 39K. We've used other ads before but the one that had the phone ringing off the hook was this one:
Desperate-Divorce, Must sell, 3BR, l&l/2bath, Garage, great neighborhood, nice schools, call 781-3507
We got info on 67 people, of which 8 were fully qualified and we unloaded the homes within a couple of weeks verses a couple of months. McKinley said that usually he would have had to run an ad for around 3 weeks before it generated enough qualified folks to buy, but with this ad we cut pur time in less than half of the usual and we have a few more qualified folks that we have to get into houses. The advertizing costs were also cut by less than half. Productivity in terms of property turnover more than doubled.
We see you as a serious catalyst for bringing the best out in business folk.
We look forward to seeing your book in print. If we can help you in any other way, please let us know.
Sincerely,
March 22. 1994
Mr. Jay Abraham Abraham Publishing Group, Inc., 950 Indian Peak Road, Suite 100 Rolling Hills Estates, Ca 90274
Dear Jay:
Every real estate agent approaches For Sale by Owners (FISBOS) to ask for their business. I want to "Give" instead of take. Every "FISBO" sign I have seen looks as if it was handmade in the basement or purchased at the neighborhood discount hardware store. I approach "FISBOS" with an absolutely free, no obligation to you, offer of a professional "For Sate by Owner"sign and post with a small "courtesy of Inde Indridson" at the bottom. This idea came to me
because of your teaching me to optimize, take an idea to another level and to give, not take. The compensation will take care of itself. To date I have placed three signs with the following results.
1. Three friends for life
2. Fifty plus, potential clients from referrals 3. 1 listing $145,000
4. 1 sale, $4200.00 commission 5. 1 probable $600,000 listing 6. 1 probable $185,000 listing
7. Potential sales commission of $23,550.00
I am just getting started with this program but my passion of giving quality service on an even higher level is incredibly exciting.
I see you as a brilliant visionary who has the ability to take a simple or complex thought or idea to another level so that you optimize every conceivable drop of potential value from each idea. I have only been exposed to you, your ideas and stream of consciousness for two months through the Insiders Club sessions but the process of changing my mindset from tunnel vision to funnel vision has been incredible. When the bell went off in my thought process it was like an
explosion. I look at potential clients with a completely different outlook. I realize that I can help them at a service level they have never encountered. The
process of revering myself and my unique abilities to serve them is affecting every facet of my life.
Sincerely.
INDE INDRIDSON
I love People and expect to be your Realtor® for Life
P. S. I can't express enough gratitude for your helping me to take my mindset and personal achievement expectations to levels I never dreamed possible.
March 24, 1994 Dan Weis
REALTOR^
Jay Abraham
Abraham Publishing Group 950 Indian Peak Rd, Ste 100 Rolling Hills Estates, CA 90274
Dear Jay:
Having become a member of the Insider's Club, which you and Joe Stumpf co-host, I have changed my mindset to: "How do I promote myself and my services to my past and future clients, so that they feel I'm giving them value-added service and attention?"
Since I enjoy working with expired listings, I've just put together a 5-letter mailing piece promotion to get the sellers' attention before I call them, so they know who I am when I call. I send the 5 letters (not in envelopes) out every other day for 10 days. After the 2nd letter, I follow up with a phone call to try and get a listing interview with them. I repeat this step after the 4th letter too. By then, most agents aren't still calling them. If they still aren't ready to put the home back on the market after the 5th letter, I ask them if they'll meet with me when they are ready and I put them on my mailing list with periodic phone call follow-ups.
I've just completed my second week of mailings and I just got my 3rd listing last night. That's 3 listings (additional listing volume of $372,850) out of 72 mailings and I hope to get more out this group of mailings. I feel my confidence level increasing with each new listing under this program.
Jay, you have given me the insight to look at my business through my clients' eyes. My promotions and advertising must tell the consumers: "What's in it for them?" There are almost 4000 Realtors in the greater Cincinnati area and you are helping me to look for better ways of prospecting for new clients and keeping more of my existing clients. You are providing me with "The Edge"
that I need to stay ahead of the competition.
You're the best,
Dan Weis, CRS, GRI RE/MAX Unlimited Realtors
March 29, 1994
Abraham Publishing Group Jay Abraham
950 Indian Peak Road Suite 100
Rolling Hills Estate, CA 90274
Dear Jay:
I felt compelled to write to you to thank you for the incredible opportunity to experience your strategic philosophies on Business
development. As you know I have been a student of Joe Stumpf's for over four years. In the past eight months, I have watched him grow in his level of information and instruction. At the Main Event in October, he shared with us his innovative opportunity to mastermind with top agents across the country while under the direction of himself and the
Marketing Guru Jay Abraham. Immediately, I took action on this rare opportunity to be counseled and enlightened by such a highly respected and master strategist in the business arena.
Jay, I have been on the calls since December and my new mind sets that have been absorbed in my consciousness have caused me to re prioritize my business. Your ability to bring forth the evident into my immediate awareness through such articulate, specific philosophies is an art. I want to thank you for reminding me the reason I entered the Real Estate Profession: to counsel, to serve, and to bring happiness into the lives of every individual I touch.
Before I close, I must share with you my extraordinary results in such a brief period of time. In 1993, 46% of my Sales Volume was from
Referrals. Already, in the first quarter of 1994, 83% of my total sales volume is Referral business. Again, you brought forth the obvious that the people who already know me and the level of service I bring to them were not receiving consistent, valuable information from my office. Not only is this a higher quality of client in terms of an existing
relationship, but the process is more fun and rewarding. In evaluating this growth statistically, I was shocked by the fact that my average sales price in 1993 was $152,000 and through the first quarter of 1994 it is $290,000! Unbelievable, but this is an indirect result of
focusing and systematizing my best asset-my current relationships with clients, vendors, and friends.
Jay, I would be remise if I did not thank you for introducing me to the concept of back-ending. I work extremely hard to perfect our systems to provide uncompromising service to our clients This has taken us hundreds of hours and many interviews to locate, and put into place those auxiliary service companies that touch our clients during and after the transaction phase. We are a referral network for all our clients for every imaginable need; therefore, once we locate these
vendors with like mind sets, we are committed to growing their business.
By serving & endorsing them, they in turn have a vested interest in our success. This process has resulted in a monthly stream of additional income into my business. This gives me the financial freedom to
concentrate on developing more innovative marketing strategies to better serve our clientele. Jay, this awareness is a direct result of your stream of consciousness that you have shared with us through our
mastermind calls.
Thank you Jay, for the opportunity to experience your level of
awareness, your philosophies, and your specificity of delivery. You have truly taken me into another realm of operating mind sets for my business. I'm thrilled to think we have only been together for four months.
P.S. Jay, you are a Marketing Guru. You have enlightened me to another level of business awareness through your specificity and ability to articulate your flow of consciousness.
March 17, 1994
Mr. Jay Abraham Personal
Abraham Publishing Group, Inc.
950 Indian Peak Road, Suite 100
Rolling Hills Estates, California 90274 Fax Number - 310-544-6108
Dear Jay,
Thank you for your recent letter regarding: SUCCESS STORIES WANTED, REWARD OFFERED! I continue to find your letters and all correspondence very impressive, thorough and each letter you send gives me an additional idea on how to merchandise and
market our company and services in a different way. With regard to the success stories that you are seeking, I have listed below our success story for our company which is a new homes sales and marketing company that represents builders and developers
throughout the Maryland, Washington, Virginia and Pennsylvania areas. We are the largest new homes sales and marketing company in the State of Maryland and to our knowledge possibly on the East Coast.
We currently employ approximately 100 sales associates and
employees and have approximately 75 new home communities with a sales volume of approximately $250 million in sales. The
success story that I would like to convey to you is the following:
Since attending your $5,000 per person seminar in April of 1993, we have totally re-positioned our company in the marketplace and have looked at marketing from a whole new different perspective.
Some of the exciting things that we have created to market our company; through direct mail, insertions in home builder
publications, etc. are the following:
1. The creation of three glossy fliers that get inserted into various home builder publications.
8965 Guilford Road, Suite 210 * Columbia, MD 21046 * Balt: 410-720-6024 - DC: 301-596-7940 * Fax: 410-720-6037
2. We have created a new corporate brochure which
highlights the benefits of our services not only on the brochure but on the envelope as well. (I have enclosed a copy of this brochure for your review.)
3. We have shared with our clients your "10 Biggest Marketing Mistakes" list and this has proven very helpful, especially with the one concept of test marketing.
4. We have always worked hard on our direct mail list,
however, after attending your seminar, we have used this more regularly and the response has been unbelievable!
To put this in perspective, since attending your seminar, we have done the following:
1. Increased our business approximately 33%.
2. Increased our sales approximately by $50 million per year.
3. We have been recognized as the leader in the industry and as a company that knows how to market and merchandise their services and we have created a higher perceived value within our industry and not just among our builder clients, but among architects and engineers who would also like to hire us to consult with them and teach them how to market their companies.
If someone had told me that I was going to sit from 9:00 in the morning to 1:00 a.m. for three straight nights in an auditorium in California, I would have told them that they were absolutely dead wrong. Well, I personally did sit for three straight days in your marketing seminar and was totally entrenched in all of the ideas that you and the other members of the room shared with each other. Your format of how you bring out ideas of all the members of the group (rather than a typical seminar type
presentation) I felt was very informative. If there are two main ideas that I got out of your seminar after 36-45 hours of listening, I would sum it up in three main points:
1. Test market each and every service or product that you have.
2. Remember the marginal net worth of a customer and use back ending to maximize your full potential. (In other words, don't look for the short run sale, but look for the long term total potential of a customer!)
3. Always think in terms of a customer and what is in it for them. They are not concerned with any of the other
promises or hype about your product, they are interested in one thing and that is the benefits and how is it going to make them better.
I personally found your seminar so enlightening that I sent two of my key management personnel to a follow up seminar that you had in August and they came back with additional ideas and concepts that we have also implemented.
In a very short period of time, we have taken our marketing ability and awareness to a whole new level and not only are our material producing results, but we are perceived and seen in the industry as the top company in our profession and we are perceived by other industries as being very pro-active and first class when it comes time to merchandising and marketing.
Your marketing material and seminar is similar to that of a Dale Carnegie book and class and that is that both your
material and the Dale Carnegie material are basics for success in life and in business. Anyone not utilizing both of these tools is achieving a third to a half of their full potential.
The best recommendation that we can give to anyone considering your services is that I would recommend that they invest in the Jay Abraham material before their competition does.
Thank you again for all of your input and guidance and we look forward to working together with you more in the future.
Pres RJL/dwh
GILMAN AND ASSOCIATES LTD.
240 Carriage Lane, Burnsville, Minnesota 55306 Phone (612)889-0191 FAX (612)892-6110 March 14, 1994
Jay Abraham
950 Indian Hills Rd. Suite 100 Rolling Hills Estates, CA 90274 Dear Jay,
I am sending you this letter to inform you of a success utilizing your marketing philosophy that I recently had.
I have a business in which I work mostly with small business owners who rent office spaces and therefore are tenants. I audit expenses relating to real estate leases and look for
overcharges. If I locate overcharges I then ask the landlord to refund or credit my client, the tenant. I receive 50% of the recovery. If there is no recovery I receive no fee. As a student of yours, I began thinking of ways in which I could generate business such as joint ventures, host-beneficiary, endorsements.
I called up a business in which I knew the principals, but had never done business with before.
This actually was professional association with hundreds of members who pay dues which is their source income. I suggested a way to generate more income for this association by first working with the association with no risk or outlay of money on their part. In other words I would work strictly on a performance basis. Then if I were successful we would offer the same deal to the members. If the members realized an income gain we, I and the member would therefore contribute a percentage of our gain to the association. The executive director liked my suggestion and agreed to it.
The association has already realized a gain of $2400, of which 50% is mine. I anticipate that they will receive about $27,000 more from my work just for them, before we contact other
The association has already realized a gain of $2400, of which 50% is mine. I anticipate that they will receive about $27,000 more from my work just for them, before we contact other