I'll give you an actual example. Pamela Yellen, the CEO of the Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where they were going to go play golf that evening when the seminar let out, the next morning before it started, or the day afterward. Both Pamela and I made note of how important it was to these clients of hers to get out on the golf course. This led to one of the most unusual ads Pamela has ever written and run in her own industry's trade journals, with the headline: “Puts Recruiting on Autopilot So You Can Go Play Golf!” The entire ad is reproduced on the following page, Exhibit #3. As you'll see, it sold the system we devised for insurance agent recruiting, but it did so circuitously, by emphasizing the hidden benefit: you'll get the job done with less time invested, so you can spend more time on the golf course.

A “prospect” has a need for the product, a possible desire to own that product, and the financial capacity to implement that decision. You “spend” time with suspects; you “invest” time with prospects.

We will address these challenges by providing world-class practice-focused sales and marketing programs with experienced business experts, trainers, and innovators through teaching, mentoring and experiential learning.

We want the academy to represent a holistic approach to Sales & Marketing training and development.

Ben: “Well, then why shouldn’t I hire him?” Joe: “He’ll be a terrible cultural fit.” Ben: “Please explain.” Joe: “Well, when I was teaching new-hire sales training at Parametric Technology Corporation, I brought in Mark as a guest speaker to fire up the troops. We had fifty new hires and I had them all excited about selling and enthusiastic about working for the company. Mark Cranney walks up to the podium, looks at the crowd of fresh new recruits, and says, ‘I don’t give a fuck how well trained you are. If you don’t bring me five hundred thousand dollars a quarter, I’m putting a bullet in your head.

I called up Coca-Cola and told them that Pepsi had just booked a big advertisement but that the back page was still free. I called up the Daily Telegraph and asked them whether they would prefer to advertise before or after the Daily Express. Another tack was to ask an innocuous question that they couldn’t easily deny: ‘Are you interested in recruiting the highest-calibre school-leavers and university graduates?’ No personnel manager would ever admit that they were looking for mediocre recruits. ‘Then we’re publishing just the magazine for you …

The selecting of men is one of the important functions in business and yet one that has not received much scientific attention. I feel sure that the time is ripe for action for two reasons. The psychologists have during the past few years made distinct advance in Mental Tests. My proposal is this: You get from your Class A members data as to their methods of selecting men. Any statements as to actual experience and as to principles or methods will be very valuable. I would make a study of these data and would have some of the men from our School of Commerce go over them with me. We would try to criticize them constructively. Perhaps we could make some suggestions that would be worth while. We would try to indicate the good points used and thus be of assistance to all members of the organization.

Devoid of real estate, Sanford built a fully immersive mega-campus using a virtual world platform called VirBELA (which eXp now owns). Today, eXp Realty's campus is home to sixteen thousand agents from all fifty US states, three Canadian provinces, and four hundred major real estate markets — all supported without a single office. Instead of coming into work, agents and managers stay home. Using either a VR headset or their laptop, they gather virtually, on a campus replete with a lobby, library, theaters, meeting rooms, and a sports field.

The whole thing reminds me of graduate school seminars, except these people are smart and funny and have something interesting to say.

However recruitment is also an art and involves developing people and leadership skills that cannot be totally taught. Only through experience can you become a better judge of whether a certain candidate will be the best fit for a particular job role, company culture and management style.

There was also a need for staff development, and for this reason seminars were organised to equip the staff with the appropriate knowledge needed to carry out their duties as expected.

We look for platforms where they can make profitable investments in the country and we are here to guide them, most importantly, this is home for them and they will return at some point. We have a program where we target the younger generation of Nigerians abroad, they walk into this office with so much passion about their country, looking at what can be done to make improvements.

My career as a teacher, researcher, and consultant has been focused on the education of practicing executives to direct their attention to the need for defining the purposes of their own lives and those of their organizations, and to the fact that such purposes should be worth pursuing in terms of profit outcomes and social responsibility.

When I started in real estate, despite high ambition, I was constrained by the same 24 hours as everyone else. My early success came from a grueling schedule, long hours, and the high price of near burn-out. In self-defense, I devised a system that featured direct marketing in place of traditional prospecting plus a highly effective team, with all the non-rainmaker tasks delegated to them. This took me to the top of the profession, twice #1 in RE/MAX worldwide in commissions earned, and 15 years as one of the top agents — working less hours than most. While an active agent, I consistently sold over 500 homes a year, even while starting and developing a second business, training and coaching more millionaire agents than any other coach. Without the inspiration of Dan Kennedy’s direct marketing methods and his extraordinary, extreme time-management philosophy, these achievements simply would not have been possible. LEVERAGING yourself, by media in place of manual labor, and with other people is very intimidating to most real estate agents and to most small businesspeople. It frankly is not easy to get right, but it is the quantum leap that uniquely and simultaneously lifts income and supports a great lifestyle. — CRAIG PROCTOR, CRAIGPROCTOR.COM