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8PhenomenalTipstogetyourstaffingbusinessoutofthecommoditybusiness!
Neil S Lebovits, CPA, CPC, CTS
www.TheDynamicSale.Com
8PHENOMENALTIPSTOGETYOURSTAFFINGBUSINESSOUTOFTHECOMMODITYBUSINESS!
Ok.NowIwanttoaddresseverysinglestaffingor
recruiOngfirmandtheirbigproblem!Itaffectsa
majorityofyoureadingthisandthemoneythatyou
make…
Wanttotakeaguess?(ok,theOtlegaveitaway)…Well,
ifyoudon’tthenyoushould,asthebigproblemis:
Commodi&za&on!
Areyouunsureifthisaffectsyourdeskorbusiness?Hereareafewindicatorsthatit
does:
TheprospectsaskyouwhatyourfeesormarkupsareEVENBEFOREyougettoofarinto
thepresentaOon.
YourclientsmakebuyingdecisionsbycomparingpricesfromthecompeOtorsandthey
willo\eneventellyouthat.
A\erreviewingyourcompeOtor’sfeesorpricesyoudecideditmightbeagoodstrategy
toloweryourfeesormarkups.
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YourAveragefee%andyourGMfalleachyear!
Youfearthatifyouraiseyourfeesormarkupthatyouwilllosealotofbusinessand
clients.
Soundatallfamiliar?Guesswhat,myfriend,youmightaswellbeinthebusinessof
sellingporkbelliesorwheat.Heck,Ican’tevencounthowmanyOmesrecruitersor
staffingmanagerstoldmethat“we’reinacommoditybusiness”.UGGH!
So,WHATAREYOUDOINGABOUTIT?
Unlessyouhaveaplan,youwillconstantlybefacingdecreasingfeesandmarginsand
willconstantlybetryingtoputinmorehoursandworklonger…alltogetbackwhatyou
hadbefore…Then,yourealizethatallofthishardworkjustleadstosmallerandsmaller
commissions!YUCKYPOO!
So,WhatistheSOLUTIONthatthebestintheindustryaredoing?Letswalkthrough
thesesixOpssothatyoucangetbackintothestaffing&recruiOngbusinessandleave
thecommodiOestothetraders!Heck,youwillevenincreaseyourfees/rateswithout
LOSINGANYONE!!!
Here'showyoudoit...
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TIP1‐RE‐DEFINEYOURNICHENOW!
WeallknowthatourindustryhasgeneralservicefirmsandbouOqueorspecialtyfirms.
Generalfirmsstartedoffdoingeverythingforeveryoneandthenthespecialtyniche
cameintobeing.Probablyoneofthemostfamoussuccessstoriesinbuildinganiche
camefromayoungMannamedBobHalf,whodecidedtospecializehisplacementsback
inthe40’stoonlyfocusonaccounOng.Well,therestishistoryastheysay,andRobert
HalfinternaOonaldominatesinthefinance&ITmarkets.Thelessonswerelearned..The
morespecificyougetandthegreateryourspecificnetworkandknowledgebase,then
thegreateryourvalueandthusprices.
Well,wherehaveweevolvedfromthere?Wherehaveyou?WeallgetWHYthatworks
andtheextravalueitprovidestoourcustomers(andthusmarginsandfees),butwhy
diditstopsolongago?WhydoSOFEWOFUSdrilldowntoanevenfinerniche?Ask
yourselfhowmuchyouhaveevolvedsinceyoustarteddoingthis?
YoumightbecurioustoknowthatthegreatleadersofthemegaGENERALSERVICE
staffingfirmshavelearnedthattheysOllhavetospecializetocreatethevaluethatthey
needtostopbeingacommodity.TheycansOllbeageneralservicefirm,butwillreally
betheconglomeraOonofmanysubspecialists.Theyarespending100sofmillionsof
dollarstomakethishappen!ITWILLTAKETHEMALONGTIMEIFEVER!Theyaretoo
big…However,asmallerfirmcanactonthisnowandbeatthemtothepunch.Whatis
yourexcuse?
Mydadgavemesomegreatadvicegrowingup,andweallhaveourfatherlyversions.
HetoldmethatIshouldneveraimtobeajack‐of‐all‐tradesbecauseIwillbeamasterof
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none.HetoldmewhenitcametoschoolworkandotherventuresthatIsimplycan’ttry
tobeeverythingtoeveryoneorIwillsimplyendupbeingnothingtoanyone!
Howhaveyouappliedallofthistoyourbusinessordesk?
DoyouknowthatthemostsuccessfulrecruitersandsalesrepsthatIcanthinkofALL
developedaspecificexperOse?ThepeopleIknowwhoalwaysgothigherfeesthan
anyoneelsediditbecausetheyofferedsomethingdifferent!Twoofthetoprecruiters
thatcometomindaretwopeoplewhobothstartedplacingaccountants.Theyfound
themselvescaughtinahugecompeOOvelandscapechasingtheaccounOngleads,but
eachstumbledintotheirnewnichesbyaccident.JerriRemg,nowSeniorVicePresident
atTheSolomonPageGroup,gotajoborderwiththeheadofaderivaOvetradingdesk.
Shedidn’tevenknowwhatthatwasbutstartedrecruiOngandnetworkingforit.Even
thoughshedidn’tplacethejob,shehadworkedsohardatrecruiOngforitthatshe
startedtopitchthecandidates.TherestofthestorygoesthatshethenstartedtoONLY
focusontheseFinancialOperaOonsposiOons.Sheledthecompanywithproducing
almost$1MILLIONinsales,whiletheaverageproducerwasdoingperhaps$150k.The
otherstoryofDennisSalinas,nowPresidentofVioSearch,isalmostidenOcal,excepthe
landedajoborderwithamedicalinsurancecompanyandjustfocusedonjobswithin
onespecificnicheinthismedicalcommunity.Bothquicklybecameviewedasthe
expertsandgotopeopleinthatmarket.Bothearnedmoremoneythantheyever
imagined.Tothisday,bothhavefarlesscompeOOonthanthe“Generalservice”
SPECIALIST.BothgettouOlizetheirrecruitsandnetworkoverandoveragain.They
don’tworkanyharderthantherest.Theyjustworksmarterandmakesurethatevery
callthattheymakecreatesmorevalueforthesameOmeinvested.
Iamnottalkingaboutre‐creaOngthewheelhere,Iamtalkingaboutdiggingdeeperand
limiOngyourfocus.Itisascaryideatoactuallynotfocusonareaswhereyouknow
thereisbusiness,butgetreallygoodinaparOcularareaandnetworkanddevelopyour
candidateandclientbaseonlythereandyouwillmakemoremoneythanyouever
thoughtpossible.
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TIP2‐GROWYOURNICHE
Nomaperhowlongyouhavebeendoingthis,youreallydoalreadyhaveaveryvaluable
groupofcoreclients.Theyrespectwhatyouknow,theylikeyou,theytrustyou.The
alsoaren’tnearlyasfocusedonpriceasmanyothers.
Firstofall,doyouknowforSUREwhichonestheyare(besidestheobviousoneortwo
thatyouarethinkingof)?Youneedtomakesureyoutakeastepbackandreviewwhat
clientsseemsto“getit”.Then,justforthiscoregroup,makeityourMISSIONtoknowall
aboutthem.Whatexactlytheydofortheirwork,whattheydoforfun?Wherethey
socialize,whatnetworkstheybelongto,whattheirviewsontheworldare,etc.Thisis
toodaunOngofatasktodothiswithallprospectsandclients,whichiswhymanydon’t
botherusingOpslikethis.BUT,ifthegroupissmallenoughthenyouknowthatyou
MUST!
So,nowthatyouhavecomeupwithyourlist,guesswhatyoufoundout?THEYAREALL
PRETTYMUCHTHESAME!!!
Andwealsoknowthatpeopletendtohangwithpeoplewhoaresimilartothem...So,
westartwiththiscoregroupandthat’swherewefocusonthenetworking!
So.Frankly,ifyouwanttodoubleyourmarginorbillinginthenextyear,thenyou
basicallyneedtodoublethiscoregroup,bydoublingyourclientbasewiththesame
TYPESofpeople.KnowingjusttofocushereisprobablyenoughtomakeyourOme
readingthispayoff.However,nowthatyouhaveyourlistof5/10/15/20clients,goto
themandASKthemtoactuallyreferthreepossibleclientstoyou!Yes,youallknowto
networkandtoaskforreferrals,butIamtalkingaboutgemngverygranularandspecific
inhowyougoaboutthis.Don’ttakethemouttodinnerorlunchonceinawhileand
askthemtothinkofyoufortheirnextopening!!!Infact,askthemtogoouttodinner
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withyouandtobringtheotherdepartmentheadortwooranoldfriendfromtheirold
companythattheycanintroduceyouto.
ManyofyouhavelearnedthisconceptwhenitcomestorecruiOngornetworkingfor
candidates(youknow,that“A“candidatestendtohaveacircleofinfluencewithother
“A”candidates),buttoomanyofyoudon’tapplythistothemoneymakers!‐THE
CLIENTS.Dothisandyouwillfindyournewclientsarethekeepers.
TIP3‐STOPOFFERINGYOURSERVICEANDSTARTOFFERINGYOUR“EXPERIENCE”
Ok.IwillpukeifIhearanotherStarbucksexample,butIcan’tresisttheobviousanalogy.
Theyalsodiditbeperthananyoneanddiditwithacommoditywithapricingmodel
thatmostwereassuredwouldfail.Longstoryshort,youreallydon’tgothereforjust
thecoffee(sureit’sgood.ItHASTOBE),butyoulikethecolorsandthemoodandthe
feelandthechairsandthemusic…well,youliketheexperience.Thatiswhatyouare
buyingandalsowhatyoubuywhenyougotoafavoriterestaurantorfunkychainthat
costsmorethanthenormalburgerjoints,etc…
So,howdoesthishelpyoumakemoremoney?
Simplyputandnothardtodoifyouhaveaplan,isthatyouneedtomakesurethatyou
aren’tjustsellingtempsorplacementsoronsitearrangementsoroutsourcingprojects….
Theyneedtogetthis“experience”thattheywontgetelsewhere.Youhavewaytoo
manycompeOtorsthatofferthesameservice.YournewbrochuretouOnghowyouare
beperoryourpointsofdifferencejustwontmakeanyrealdifference.
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Youcandoitalotofways…So,AskyourselvesthefollowingquesOons:
DoyourVALUEaddednewslepersorarOcles/flyersthatyouuseuOlizeoutrageousor
shockingandfuncopyorheadlines?
DoyouofferFREEseminarsorclassestoyourclientstohelpthem..Showcasingwhoyou
reallyareandbeingyourself?
DoyougiveawayanyfreegoodiesoryoursignatureitemwhenyouarethereTOHELP
THEMFORFREE?Areyouperceivedasfun?
Doyoupassoutgoodies,cookiesandothernicethingsduringyourworkshop?Inshort,
doyoumakeyourworkfun?
AreyousmartwithyourmarkeOngandpromoitems?Doyoucreateeventsthatyoucan
“theme”yourself?AreyouspendingalargeporOonofyourOmeonbondingevents
insteadofcoldcalling?
Canyoudescribehowyourstyleorwayofdoingbusinessismorefunordifferentthan
therest?
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Ifyoucanttrulysay“yes”toalloftheseandmorethenyouaren’tsellinganexperience
atall.So,youarejustbacktocompeOngontheservicesofthestaffing&recruiOng
industry.Gee,thatsoundsinspiring!
TIP4‐NAMEYOUR“PROCESS”
Thegreatpioneersinmanyindustrieshavelearnedthisgreattrick‐Thatistomakesure
thatyougiveanametoeverystageofyouroffering!!
Wedon’tmeanthenormalboringphasesthatweuseforinternaltraining(“ok,Mr.
Client,Iwillbegintheresearchingphaseandthenwillmoveontothematchingphaseso
thatwecanhaveasendout.Iwillthencallyouforthebriefandprep”)….
Wemeananamethatisreallyawesomeandthatshowsinitsnametotheclientsthat
theyareabouttogetsomethingofsignificantvalue.Don’tthinkthisisjustatrick.Itis
howthemindworks!
Afewexamplescouldbe“ThecandidatecompaObilityphase”or“ThePer‐FitsoluOon”
orthe“MarketTargetsoluOon”(i.e.whereyouareshowingthatyouwillbehand
recruiOngcandidatesforthem).Hey,whynot“De‐CommodiOzaOonBootCamp”:‐)I
knowyouhaveseensomeofyourcompeOOondothis.Well,THATISBECAUSEIT
WORKS.Dothisforallstagesoftheprocess.Anyway,yougetthegist.Havefunwithit
anditwillalsobecomeakeypartofyour“experience”(andyes,youcangetsillywith
thenamesifthatistheexperienceyouaregoingfor).
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TIP5‐LEARNFROMTHELARGEMARKETINGORMANUFACTURINGCOMPANIES
AndthatistomakesurethatyoufindoutwhatworksandsystemaOzethat!Onceyou
findanapproachthatworksbestforlandingahotprospect,generaOngleads,finding
newprospects,generaOngfills,etcthenSYSTEMIZEIT!Thisisespeciallykeyforany
managersorownersreadingthis!Youcan’tjusttrainpeopleonbestpracOces!
ThepracOceneedstobeIDENTIFIEDthentheProcesscreated!Thenyoutestthe
processandfinallymakeitasystem.Thegoalistomakeyourdeskoryourfirmwork
WITHOUTYOU!Italsoensuresstabilityandgivesamuchmorestandardized
experience…ohyeah,itwillalsohelpyougetyourpriceshigher.
TIP6‐KEEPYOURFOCUSONGROWTH!
Iamconstantlyshockedathowfewpeoplereallyreachtheupperlimitsofsuccessin
ourbusiness.Itseemstobeanindustryfraughtwithmediocrity.Evenwhenthe
industry“fourminutemile”mightbebrokeninacompanyorbranch(i.e.newlevelsof
marginorpermbillings,etc),sofewpeoplefollowthenormallawsofbehaviorand
don’taccomplishattheselevels.Thereseemstobealevelofsuccesswherepeople
stopgrowing.Now,IKNOWthatyouknowwhatIamtalkingabout.Thatlevelvariesby
posiOonandofcourse,personality.Butthesyndromeisn’tanatypicalone.Iseeit
happenalloftheOmewithpermortempproducers.Theygettoalevelofsuccess(say
goingfroma$40k/yearjobtosuddenlymaking$150kinearningsperyear)andthenjust
feellikethey’vemadeit.Theyhavethenewapartmentornewcarandthetoys,etc.
Theyhavemadeitindeed..Madeittotheendoftheirsuccess!Thetopproducersinany
marketornicheneverfeellikethey’vemadeitandalwaysknowthatthereisthenext
leveltoconquer.Ourclientsconstantlychangeandconstantlyhavedifferentneeds.
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Themarketsthatwefocusonebbandflowasdoesoursupplyofcandidates,etc.The
secondthatonesitsbackandfeelsthattheyhavethebasetosustaintheirexisOng
businessbynotworkingashard,thenthebeginningoftheendhasstarted!
Howmanypeoplereadingthis“madeit”,perhapsbecauseofahandfuloflargeclients
oroneortwolargecontracts?Thenyourclientbasedwindles,butyouaresOllthe
shizzy,asyouareout‐producingeveryoneandwineveryaward.Well,wherearesomeof
younowthatyouhavelostthosetwoclients?Iwilltellyouwhat,youareinaheckofa
lotworseplacethanthosewhokepttryingtogrowandchangetheirdesks.Ifyouaren’t
ALWAYSlookingforwaysthatyoucanADDVALUEtoyourmostimportantrelaOonships
inbusinessthenyouare,atbest,onyourwaydown.
TIP7‐CREATEYOUROWNSOCIALCOMMUNITYOFSIMILARCLIENTSORCANDIDATES.
EVERYONEwantstobelongtosomethingandyoucanofferthat.Takingadvantageofthe
candidates’needstobelongduringanormallystressfulOmeforthemwillalsoputyouin
amuchbepercompeOOveposiOon!Wealsoknowthatourcandidatesveryo\encan
becomeourclientsoratleastreferustoclients.
So,giveyourclientsandcandidatestheabilitytobelongtoacertainclub.Ifyoudothis,
theoddsoflosingthemoverpricedwindle.Makeitexclusiveandmakeitassmallor
largeasyouwant.Letmegiveyousomeexamples.
Candidateside‐Whyjusthoardyour“A”candidatesandhopeyouplacethemormaybe
onlydoadecentjobofstayingintouchwiththem.Whatifyoudecidedtotakeallofthe
peopleyouratedas“1”or“A”orfromacertainindustry,etcandcreateaninvitaOon
onlyclubforthem.Ataminimum,theywillrejecttheofferbutbeflaperedandyouwill
findmanythatwilljoin.
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ClientSide‐FindclientsinsimilarposiOonsorindustriesorvolumeandinvitetheminto
yourclub.Now,I’mnotsuggesOngthishastobealargeOmecommitmentonanyone’s
partandalsonotsuggesOngtheyweretheraccoonlodgehats…Justanelitegroupthat
youhaveputtogether.YoushouldcreateseparategroupsforClientsandSeparate
groupsforprospect.Asanexample,allofyouonthistrainingcoursecouldbe
consideredpartofaclub.Beperyet,anyOmeanyonebecomesaclientofmineand
apendsalivetrainingseminar,forexample,theyareautomaOcallygivenaPremium
Membershiptomyexclusiveonlineclub.Ialsochargealotforthisfornon‐clients,butit
isagreatwaytogivesomethingbacktothosewhogivetoyou!
Easywaystobuildthiscommunity:
Createamonthlynewsleperjustforthem‐Itisagreatwaytokeepintouchandyouwill
fillitwithgreatcontentforthemthatprovidesvalue.YouwontadverOseyourbusiness
andwontmakeanypitches.Youwonthaveto!Youwillmakeitfunandfullofyourown
personality.Afuturelessonwillexposethesecretsthatinternetmarketersuseto
launchMilliondollarprojectsandhowyoucanusethesetechniqueswithyour
newsleperstobuildloyaltyforever!Hint‐Justfollowwhatyouhavebeengemngfrom
me!
Conductyourownwebinar‐Thisissocheapandeasytodo.Ifyoudon’twanttocreate
theslides,etc,thenjusthaveateleconference.Setupafrequencythatworkswithyour
audience.Youcanbringinaguestspeakerorexpertfromyourofficeoraskoneofyour
candidatesorclientstospeak.Youwillbeshockedathoweasyitistogetexpertsto
volunteer!Theywanttopromotethemselvesandyouaregivingthemafreeopportunity
todothis.Thisissosimple,sowhyaren’tmostofyoudoingthis?Somanypeople
chargeforthese,andsure,youcantoo!$49,$79...$99..Plentyofpeoplewillpay.
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However,itisalsoagreatthingtothrowinforfreetomanyofyouraudiences!Again,
seewhatIdohere.Ireallydosellthemandtheyaregreat!Peoplewillalwaysgettheir
valuefromitandyes,theyshouldbuythem..However,asyoucansee,Ialsogivethisfor
free,onceagain,tomyvaluedclients!
Membersonlyforums‐Whyisyourfirmnotcapturingallofyourclientsandgivingthem
somesortofaccesstoyouoreachother?Ifyouworkforalargecompanyandthisisout
ofyourcontrol,thenspendafewhourstodayresearchinghoweasyitisforyoutoset
upyourownforumorchatroomfor$20andnohosOngfees.Invitethesepeopleand
allowthemaskquesOons,etc…Ifyouareabusinessowneranddon’thaveseveral
forumsalreadysetup,thengetonwithitrighta\eryouaredonereadingthis.Ifyou
wanttobeevenmorestateoftheart,thensetupyourblog!Ibuiltandsetupmyown
membersonlysite.Ialsocreatedfromablogandusedverysimpleso\waretocreatea
specialplaceformyspecialpeople(doesn’tthatsoundsweet!!)
OrganizeClient&candidateevents–Someofyoudothisonyourownoryouwere
forcedtoanddiditafewOmes.Well,remember?Youlovedit…andyougotsomegreat
businessandgoodwillfromit!Youlovedthatitwasarelaxingatmosphereanditwas
funandcool.Whydon’twedothisenoughinourbusiness?Likeanything,ithastobe
partofaplanandyoursystemandyouhavetomakeithappen.Likeeveryweek,your
deskgetsfilledwithphonecallsanddistracOons...ButyouarewasOngyourOme
followinglameleadsormakingcoldcalls,whenyoushouldbebuildingyourcommunity.
TIP8‐DON’TBELIEVEWHATPEOPLETELLYOUTHECOMPETITIONISCHARGING!
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IcannotemphasizeenoughthattheinformaOonthatyouaregemngaboutwhatthe
compeOOonischargingforfeesormarkupsisWRONG!Really,itALMOSTALWAYSIS!If
youaregemngyourinformaOonfromyourclients,then,well,DUH!Youhavebeen
clientsbefore.Whatdoyousaywhenyoursalespersonasksyouwhatyouarepaying
elsewhereorwhatthelastvendorquotedyou?OFCOURSEwegivethemsomething
lower.Wewanttheirpricetobelower.Itdoesn’ttakealotofstreetsmartsforusto
figureoutthatthelowerthepricewegive,thelowerourpricelikelywillbe..So,really,
youjustcan’tlistentoit!Eveniftheyaretellingthetruth,theywilljusttellyouwhat
theyeitherWANTtopayorusuallypay!
Ifyouaregemngitfromothersourcesandthebuzzinyourofficeisthatthebigfirm
downthestreetisdoing10%feesorhasamuchlowermarkup,thenthinkagain.Ihave
provenitoverandoveragainthroughoutmycareer?HowdidIPROVEit?Simple.Every
onceinawhile,wewouldenduphiringsomeonethatactuallyworkedforthat“10%
permfirm”orworkedforthefirmwheretherewassupposedlyamuchlowermarkup.I
wasfirstexposedtothiswhenIwasworkingattheworld’slargestsearchfirmandwe
reallydidbelievethatthenumber2firminthemarket(ourbiggestcompeOtoratthe
Ome)wascharging15‐20%maxfees,whilewewereaimingfor30%(andaveraging
25%).Wealsoreallybelievedthatwewerepricingourtempbusinessveryhigh,
averagingovera70%markupconsistently.Thenumber2firm,we“KNEW”wasgiving
away50‐60%markups.Well,ifyoureadmybio,youknowthatIendedupworkingfor
thisnumber2firm.IwasshockedattwothingsthatIfound.First,theirpermfeesand
markups/marginsWERENTANYWHERENEARwhatweweretold.Infact,theywere
virtuallyidenOcaltomyoldfirm(aimingfor30%permfeeswithafloorof20%and
markupsat70%).WhatIlearnednextwasevenmoreshocking‐WhenItrainedthe
grouponhowwehavetodoabeperjobatpricing,theyalltoldmehowwewerelosing
businesstomyoldfirm,becausemyoldfirm(yes,youguessedit),weregivingawaythe
permbusinessmuchcheaperandmarkingupthetempordersmuchless.Well,LOL(and
“LOL”wasn’tevencoinedbackthen).Itwasmyfirstinsightintothephenomenon.I
haveseenitOVERandOVERandOVERagaininmanydifferentbranchesthroughout
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NorthAmericaandlatersawtheSAMETHINGoverandoveragainthroughoutthe
world.IalsosawitdisprovedOVERANDOVERagainonceweactuallyhiredthepeople
whocouldputthose“myths”torestonceandforall!
Pheww.Wellhow’sthatfor8Ops.Noneofthesearerocketscience,butonlyyoucanbe
honestwithhowmuchofthisyouputintopracOceandhowmuchyouarereally
planningtodo.Remember,ifyoudothis,yourclientswillkeepcomingbackandprice
wontbethefirstthing,byalongshot,ontheirminds.Ihopethisgaveyousomegood
foodforthought.Thewholepointofmylive“RecruiOngSystem”seminarsistobreak
thebusinessdownintoverysimpleandeasytofollow“systems”thatcanforeverchange
thewayyoudobusiness!Ifyouhavenotyetcheckedthemout,pleasedomeafavor
andtakealookhere.Ifyouhavenotyetwatchedmyfreevideoonwhyloweringprices
togetmoresalesvolumeDOESN’Twork,thenclickherenow!LoweringPricesVideo
Clickheretoaddanycommentsorfeedbackthatyoucansharewithourcommunity!
AddComments!
ThanksfortakingtheOmetoviewthis.Ifyouknowsomeonewhocouldbenefitfrom
this,pleasefeelfreetosharemyfreetrainingwiththem.
Stumbleuponthisandnotasubscriber?Doyouwanttoseeallofthefreecourseand
contentforyourself?Thenjustsignup.TheDynamicSale.Com
Asalways,CarpeDiemandSelllikethewind!
Neil
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