 Welcome to how to become a person of interest of my good buddy coach Michael Burke coach. Did you look fit? You look, you know smart you look sexy You look like dude Person of interest is is not only taken care of Their cell skills in their business, but they're taking care of their whole body, you know Yeah, and we'll get into that today because you don't want to just you don't want to disqualify yourself, right? Like like the way you feel about your body the way you feel about you is directly tied to your confidence and People of interest are not arrogant, but they're incredibly confident. So thank you. Thank you for that It's good to notice that that other people notice it dude I'm I've been I've been getting the gym, you know, I'm trying to get in shape myself. So I'm I'm right there with you. So well, buddy We had About close to 500 agents register for this a lot of people want to be a person of interest So thank you to all of you that are on right now. This is being recorded. Also, we got some freebies that Coach is gonna drop drop throughout this Introduce coach if he even needs introduction at this point I don't even have anything written down because I'm like dude. I know this guy like the back of my hand now, you know I don't need nothing written down Coach has been influential in my life. He you know, he spoke on ten next stage. He's he's he's he's he's he's Bodies with some big names. He's coaching some massive companies. He's coaching a lot people in the insurance industry And he's just an overall good dude, you know There's people people in your life that when you meet him when you work with them You're like, I want to be around that person more and and for me That's always been the case when I talk about coach and hopefully that's been the case when he talks about me And if not into seven my personal interest score, you know, which we're gonna talk about today And that's important and that's why I'm super excited for this webinar today specifically because what he's gonna talk about today is what I've been trying to do over the last four and a half years heavy and going from a zero POI score coach to Maybe I'm a Five now, you know, and I want to eventually get to a 10 It takes a lot of hard work And and I'm excited to kind of go through that concept today because it's something everybody needs, you know In the insurance industry if people can reach out to you to do business with you So lay down sell Yeah, I think if you really understand the concept the the concept of being Famous, right? I live outside of Nashville, Tennessee and people come to Nashville to become famous. Well, if you look up the word famous, it means known renown celebrated Right and when you become famous you become known. So I start this off really Cody with with a belief My belief is the people who are the most known get the most opportunity They get the most leads They get the most deal flow And what we're really trying to do with this concept, which is probably 10 years in the making by the way I really wrote this book way ahead of its time And it's really over the last 10 years. I've refined it and tweaked it and I've really said man Why would you not want to become a person of interest like deep within us is the desire to be known It's a desire to count. It's a desire to do something meaningful It's a desire to do something remarkable Right Yeah, where does that come from what because I think a lot of I mean you're not getting on this webinar unless you actually want to be known Why do people want to be known a lot of people wanted to do something big in the world? I don't think everyone does but Certain people do, you know, and I wonder like where did that come from for you? You know, I think Very early in my life. I became known as a good athlete Right and and and a lot of our desire to become known is because of the attention we get We crave approval. We crave attention. We crave other people to notice us. So for me early on I quickly figured out I was small I was slow I wasn't that athletic but man. I was a good baseball player and when I was a good baseball player I got a lot of attention Coaches would talk to me other people would talk to me and then when I was in high school You know, I was a good point guard But I also was in a national honor society where I ran for office and I got a lot of attention when I ran for office And I got to do speeches and And you know and then I went to college Cody and I wasn't unknown. It was terrible I was at a college with 23,000 people and nobody knew me Nobody like I walked around and it was like and it was a terrible feeling of like I went from being known Big fish in a little pond To a little fish in a big pond and I remember being so insecure like it really took a hit on my confidence And then I became known for being a championship basketball coach And then I became known for speaking and coaching and writing books and getting on stages like 10x So I think there's a if you really get down to the psychology of it, Cody I think there's an exchange happening between when we're known We get a good feeling we get good feedback from the world Right, we get when you're becoming known as the person that put on this big eight percent nation conference And one of the leading people in the insurance space and you're building your own brand really people recognize you Man, there's nothing cooler in the world than being recognized for your talents You know, that's the concept of being famous. I mean if you watch the michael jordan documentary Jordan became so famous. He couldn't go anywhere without people knowing who he was when donald trump ran for president 96 of americans said they knew who he was Right, so so that's a ridiculous number So I want to draw a correlation here between when you become this person of interest You are now in a position of strength You are now have a strong negotiating position. You now have people that want you You are not having to chase leads You are the buyer versus the seller and that is an incredibly powerful place to be and especially in the insurance space You're living in a commoditized world. You're selling a commoditized product There is many times no separation between the product or what the perceived value of the product is to the consumer If you don't become a known entity, you're just selling a commodity Yeah, okay No, no doubt it's it's and that's what everybody craves, you know, and then at some point You believe in what you're doing so much that you start putting putting your freaking logo on t-shirts and polos and socks You know, and and everything I don't even have socks. I'm I'm disappointed mail mail in here. I'm gonna give me some stock. Give me some underwear Come on. Mel sell some monster boxer shorts. That's right. That's there you go Hey, you know what that t-shirt right there the monster producer t-shirt That's my go-to t-shirt that I wear when I play pickleball I don't know if you know that but it's so it's so comfortable I wear that with some with some black sweatpants when I play pickleball and I freaking love that t-shirt, ma'am No, I didn't know that but I but I love this t-shirt too and I don't wear t-shirts a lot I wear a lot of pullovers to the office Especially on what I would consider my backstage days And I have front stage days where I dress up and wear suits and all those things But when I'm coaching I'm coaching my team. I'm coaching a lot of people through webinars today You know, I'm a coach man. I have on Nike Nike coaching pants and I have on you know, that's who I am That's my brand so, you know, but but yeah, it's it's nice to have some good comfortable tees to wear around every now and then Absolutely well as we go through this concept today And as this gets gets gets your guys's attention and and everybody that's on and really Peaks your interest in in in what is Person of interest how can I become more of one? Andy went ahead and attached the link in the chat to where you can actually download the person of interest book From coach burr today while we're on this. So thank you for thank you for including that Absolutely Yeah, and you can get the hardback copy there too. I think we give you the book you pay for the shipping But but you can get the hardback copy of the book and or or the paperback copy of the book whichever and It's a it's a short book, but man, it's out of all the books that I've written It is one of the most impactful concepts I have ever created and I created it Cody because I was when I started my business I was taught to chase leads try to convince people to do business with me in the first couple of years man. It was miserable You know, I felt like I had something valuable for companies I felt like I had something valuable for people But it just sucked chasing people and I wrote down on a napkin three words at breakfast one morning person of interest I want to become an interesting person I want my phone to ring my schedule to be booked. I want to be in demand. I want to come to my office I want to have a personal assistant that has to manage my schedule You know, and if you ask mel mel Cole my personal assistant, I asked her one day How much time do you spend in just handling my schedule? And what did you say mel eight to eight hours a day? Maybe She said basically eight to ten hours a day. All I do is try to try to fit everything in for you coach And we measure how many incoming requests that we get see all the people that are watching this an insurance space The way the way you know what your person of interest score is is it high or is it low is based on incoming demand Not out not you calling and telling people how great you are that's a part of the sales cycle But literally when you get to a person of interest status, there should be requests for your time Requests for your energy requests for you to speak requests for you to be on podcast requests for you to be there And if you're getting let's just say i'm getting 30 a day 30 a day times five is 150 a week You know, I I would tell you that's not even enough. I like to have a thousand a week You know where i'm picking and choosing what I do and what I don't do and where I go and what I don't do And you know, that's really personal of interest. You literally become the buyer versus the seller now Now we'll get into how you do that, but that's the concept is let's quit chasing Early on in our careers. We have to chase. We have to convince. We have to hard sell We have to but but at some point we want to flip the script And we want to become that valuable asset That people can't live without I I want, you know, like cody. I won't say man. I can't imagine. I haven't coached in my life Like I was just coaching, you know, grant dockerty and james down in virile beach You know a few minutes ago and I want those guys to say man That dude is an asset to us Like if we cut everything we cut him right like it's a must have versus a nice to have An insurance person can become this Like the insurance guy can become a must have versus a nice to have if he just knows how to play his cards, right? And be valuable to the people that he services Okay Absolutely, and I'm excited to kind of dive into that today because we're going to have a ton of insurance people on here specifically Um, and and even some outside of insurance Um, and as this grow, you know, please feel free to add questions As we go through this I know coach has some different concepts and things he wants to talk about I'm sure I'll have some things that come to mind as we, uh You know continue to go down this road. I one of my good buddies Bradley Hannon just jumped in a chat And said how do you walk that line between? Person of interest and staying humble. That's such a good question Well, I think people I think people of interest are confident. That's one of the characteristics There's eight characteristics of people of interest and since you asked I'll go through those um People of interest have ingredients Okay, meaning when you come I don't cook very well, but my wife's a great cook And I asked her one day if you miss just one ingredient Will it mess up the whole dish and she's like absolutely like you can't miss one ingredient Right. Well people of interest are kind of the same way is they have ingredients Okay, so they have knowledge But I'm going to add a a descriptive to that specific knowledge Niche knowledge They're not generalists. They're specialists There's a reason the heart surgeon makes more money than a general practitioner There's a reason people that have a niche expert Earn more income than general general people. Okay, so people of interest have very specific niches They got very specific knowledge Okay, my knowledge isn't how to activate the prey drive in a person or in a team That's what I spent my whole life doing. It's a very specific knowledge about how to activate a drive in people. Okay They also have skill, but they don't just have general skill. They have impeccable skills Now cody's had the privilege of spending time with some of the biggest people in the world in the self-development space And I guarantee you when he's around them. He's figured this out The the dudes are at the top of their game are good and when I say good, they're not kind of good They're not they're not average. They're not they don't have sub par skills They have incredible skills some of them are selling machines Some of them are great at making you feel like a million bucks Some of them are incredible communicators Some of them are incredible motivators or activators, but he's been around some of these people to see That they are not just average cats Their skill set has been refined over long cycles of time When you're in their presence, it's like dang that dude's good Right like you think people in different settings like you've been with me different settings. Yeah On that note right on that note. I attribute Well, you know we've been going through this virus I attribute the last two months to two and a half three months of production and focus Every company we have is doubled and if I look back um January and February you and I spent a lot of time together Yep Right. I also went to 10x and and and got to hang out with great ground on his team a little bit Right like you said and nade offers event people like natal gets you freaking jacked up, right? We were on a you and I spoke at a couple of events together. We were on a cruise together We rode from miami to to vero together um It was literally oh, we were at the lodge together like it was literally we were at north stars event together like literally for like two weeks We saw each other probably 10 days You know and you're eventually you're like This dude is he stalking me or is he you know, or is he just this serious man? What's going on? But to your point well totally Yeah, the the point is you get you you get to see people in different settings And you get to see their skills. How do they communicate with different people? How do they went over an audience? How do they connect? How do they tell stories? How do they like when you see big-time people do their thing man their skills are so powerful Oh to to to your point and and and to um recognize you your skill and talent when we were on that drive Lakin was driving we were going from miami to viril beach to go to sls and I remember You're you're freaking dude. You're talking to you're talking to customers You're you're you're making sales calls, you know, like your activity was so high during that time And in my office my activities Extremely high and I get a ton done But when I'm on the road, it's not as high as it needs to be and and and looking at that. I'm like All right, he's making me look bad. It's time to settle my game. I can't let coach out do me Yeah Well, I don't think that you know to this point. I don't think money buys you freedom I think skills buys you freedom. Yeah The stronger your skill is for every person that's on here watching this today Your income is in direct proportion to how good your skill is Okay, and the stronger your skill is you're not selling insurance. You're selling a set of beliefs You're selling a connection. You're selling. I'm a must have in your life versus the nice to have you're selling the built It a network with people So people of interest have right specific knowledge. They have impeccable skill They have very high Desire or pray drive What we talk about a lot is a new book. I'm writing called flip the switch I've never met a lazy person of interest Okay, now Bradley and I debate this because Bradley said that he's lazy and he's a person of interest But I said, man, I see you get up at four o'clock in the morning. I see you work all day on saturday I see at your office on sunday. I see you doing it Like you may think you're lazy, but you ain't lazy I have never personally met a lazy person of interest Takes high levels of desire to become a person of interest You have to go to things you don't want to go to do things you don't want to do Show up at things network like like like it's work Okay, I think I told you I spent two days with with chuck mcdowell down in florida because his house is close to my house I didn't plan on that. I plan on going down there. Cody and hanging out by myself And and just doing my own thing for two or three days And and and these turned into three or four or five or six hour networking events with he and I Like like right because when he when a guy running a hundred million dollar company calls you you don't say no, I don't want to come over Right It's inconvenient to be a person of interest is what I'm trying to tell you success is inconvenient Okay, so people of interest have a high desire. They want to be known. They want to become renowned They want to be celebrated. They want to they want to matter They want to do something big in the world, man legendary Like I'm tired of playing small. They also have to your question of your gentleman that asked the question They have a contagious confidence Now there is a difference between confidence and arrogance I would consider you very humble. I would consider me very humble I want to use another word authentic I believe I can learn anything from anybody anywhere anytime. I don't care how much money they make I don't care where they're from. I don't care what their background is I learn things from my seven-year-old daughter I I learn things from people that earn less money than me. I earn things from people that earn more money than me So I think it comes through when you the crossover is when you become arrogant Arrogant is when yourself appraisal is much greater than your market value Your your market value is here, but you think you're here now. Don't don't get me wrong We have all over appraised ourself before I have I've over praised my skill set. We all have we all that's a that's a human nature thing. We tend to over value how important we are Okay, and if you study the laws of human nature, which I have extensively with Robert Green It we all if but if we don't believe in ourselves, who else is going to believe in us So there's a line between being really confident and being arrogant Arrogant is the turnoff arrogance when you talk about yourself arrogant is when Arrogant is when you are you are internally focused on you That's arrogance Okay, confidence is where I have an internal knowing I can't create this I can manifest and that confidence is attractive So remember people of interest attract people to them Okay, think of them as people of advancement They leave you with the impression of increase Okay, when you're around big time people Cody you think bigger Yes, right you got the vision of doing eight percent, which I'm going to be speaking at on this concept I'm going to be breaking this concept deeper at eight percent You got this concept by going to 10x you said on the front row. That's where I met you and your wife You know, I mean So so what happened is you're there going I can play bigger. I can think big right? It gave you a shot of confidence So you came home and you changed man. So people of interest have knowledge skill desire confidence Okay, those are four key ingredients of all people of interest and if you're watching this You may be saying man, I'm struggling in this area I'm struggling in that area which is why you need a coach in your life a coach will quickly diagnose Where you're missing structure is? Absolutely people of interest also have Likeability which is energy Right's why I smile a lot. I'm upbeat. I'm positive. I'm intense, but I'm positive Because I understood the power of attitude having a good attitude Having a good attitude toward other people being friendly being being inviting I guarantee you probably have speakers at your conference that that were rude to people Mean to people you're like man that that dude or that woman. We ain't ever having them back because they got a bad attitude So so my point to you is We got knowledge. We got skill. We got desire. We got confidence. We got likeability another word for likeability is energy You got good energy man. You're open. You're inviting You also have connectivity When I wrote the book It wasn't focused on internet connectivity Although it was focused on you can connect to anybody anywhere anytime Okay, I can connect a person in springfield, Missouri, or I can connect to a person in new york city I can connect to farmers or I can connect to millionaires. That's connectivity But in today's world it's it's and haint norman said this to me being famous today It's not about being in the movies. It's about how many people feel connected to you Okay, how many people feel connected to you it's coming to flood here and I don't know if you hear that Okay, good. I'm a big rain to sit down on the roof here So so here's my point and I thought that's a that's a great person of interest concept Cody Askin doesn't have to be in the movies today to be famous You don't have to have a tv show to be famous. I could feel connected to you on instagram, Cody I can watch you on youtube and and and you can become famous I can follow up with you and you can become confess you understand what I'm saying So connectivity in today's world is how do people connect to you? How do they feel connected to you? And then they've got deep networks and finally what I would call a free prize Deep networks is people that earn small incomes have small networks of people Good People of interest have got deep networks. So you've seen me build relationships with guys like tim grover tim story You know big-time people kevin elko card on you've seen me build relationships with with some of the biggest names in the world And that's because that raises your person of interest score You follow what I'm saying who you run with raises your person of interest score And then finally they've got a free prize and a free prize is some Something that's unique about you Something that I can't get with anybody else like out of all the insurance people out there There's something that you have That I just don't think I can get anywhere like my real estate agent is a good example He he helps me buy and sell real estate He also gives me his emotional support He also is a tremendous advocate for me So he signs up all kinds of people for my coaching program. He fights for me. He makes sales calls for me He's my real estate agent, but that's valuable for me. So so that's a free prize to me I don't just get the real estate. I get I get the extra and that's what you guys got to be thinking Like what do people get with me? That's extra. So those are the ingredients of people of interest Well, one of the things you mentioned a second ago too with desire is uh, or you mentioned in the past It came to mind um was how Someone that wants to do something big in the world that they wake up Hungry like they haven't ever accomplished anything before like in in your example extremely well known Very large company spoke at 10x right amazing team like a lot of A lot of really good things go up for you from all angles But you probably still wake up thinking Gosh, I know I can do so much more You know and I used to worry and I know a lot of people listen this right now Probably thinking the same thing I used to think that I would wake up and and I'd be like wow What have I done, you know Well, yeah, I wake up like that every day I mean, it's all relative Right like what I've done in my life. I was thinking of the moments and every I would challenge every person who's watching this webinar today And every person who watches the replay think of moments in your life that you've done something legendary Hmm And I was thinking about like what did what have I done in my life in 43 years of living on planet earth that I would consider legendary Good like when I won a championship as a basketball coach at a school that had never won one in 30 years standing in the middle of that floor In front of 10,000 people being number one. That was legendary Right speaking at 10x to 10,000 people at mandalay bay with the biggest people in the world. That was legendary Right, I mean there's certain moments in your life and then start asking Well, what have I done lately that's been legendary Right, I know I remember when when when my company broke a million dollars of revenue. That was to me was legendary, right How do you break 10 million and 20 million and 100 million? So my point to you is people of interest have this insatiable desire To to do significant things in the world You know max will always said once you've tasted significant Success will never satisfy you And I think that's an incredible statement once you've done something big Like once you've spoken at 10x in front of 10,000 people and had that kind of energy around you what what satisfies you You right like like you got to get yourself excited So what if you've been watching the last dance with michael jordan and and the guys if you notice jordan Creates these competitions in his mind Any indignation any slight any challenge anything he needs a game to play He needs something to pursue. I'm the same way. I need a big challenge So I come in and create of these crazy goals And sometimes my president's like man, where did that come from? And I'm like man, I can't let myself get bored Like once you make enough money, you know, let's just say you make a million to five million dollars a year personally You're making a good amount of money You can pretty much have things that you want, right? So so then maybe it ain't about the money then maybe it's about the game and people of interest start going Okay, how many people can I affect on planet earth? What's my next big play? How can I get on the biggest stages in the world? How they're bored? They need something big Right spending time with chuck mcdow last week. He's run a hundred million dollar company took it from zero to a hundred million dollars He needs a game to fight. He needs a competition to be in he needs something to win People of interest are incredibly they operate with the principles. You hear me. We go to bed tired and we wake up hungry We believe it all goes to zero at midnight And there comes a time when winter asks what you did all spring and summer Okay, this becomes a full context board. How many people can we help? How many people can we touch? How many people can we impact? How many people and we have a deep conviction and the conviction is I've had a revelation That's that big dramatic moment Because of my revelation. I now have conviction Because of my conviction. I am now willing to take large amounts of action Okay, large amounts of action. So that's what people that's how people of interest think they're they're dissatisfied With their results look at nick Saban after he won a championship one year. He was frustrated They interviewed him after the game. He's after he won a championship. He was mad And they're like nick how do you feel about winning? He's like well, I'm actually upset because these other coaches Have gotten ahead of me in recruiting for next year. They've been out on recruiting truck for three weeks while I've been preparing for the national championship game He was actually mad Because he won a championship because he thought the other coaches had three weeks leg up on it. That's a personal interest Yep Well and and you mentioned something about your own story there that I that made me think about it We're we're releasing the next couple days that we're going back to the statler in Dallas Just because bagus has shut down everything else for eight percent and for me We had a good amount of people at the conference last year But I know I could have got more there And so I view this as a chance to Almost rewrite a wrong or redeem a lost opportunity or to really prove to myself that I could have done better and that I can do better this time Um, so yeah, it's it's it's those internal games. I loved listening to Jordan in the last dance I loved how much Grover was on there by the way too, which was amazing. Um, I loved Uh, him dude, he even he even made the one up, you know with the one guy I don't remember the dude's name, but he said it's about nice And you know a nice game mic or something and he said later the dude never even said that to me I just made it up because I was going to be good, you know, it's hilarious Well, that's what people of interest. I just want you to understand I'm going to use a word here that I wrote down while you were talking people Common people are in the transaction business Insurance is a transaction It's a product you need and I do believe it's a must have versus a nice to have And if you're not using that phrasing to sell you should be I would say straight up. I believe insurance. I believe there's a lot of things in the world That that that are nice to have but insurance is not one of them Insurance is a must have versus a nice to have you got to believe that when you're selling it Okay, but but a lot of people see insurance as a transaction You sell me a policy. I give you a monthly payment if anything happens to me You know, I got any I got a fire policy You come in and protect me, right? Like I'm like it's very transactional. I don't talk to you I don't have a relationship with you. You don't change my life. Just my insurance dude I would totally look at that totally different because if that's your mindset A you're never going to get a bunch of referrals Because referrals come from engagement You're never really going to be satisfied just selling policies. You may make a bunch of money But I know I know people that do have money that are very unhappy You it's not going to be meaningful like you want it to be so think of this I want to replace that word people of interest are in the transformation business They're not in the transaction business meaning If I'm if I'm cody's insurance guy His life is truly transformed Through a relationship with me Through the mentoring through the coaching through the engagement through the the support through the through the right through the networks Like it's transformative And when you get the very few insurance people think like this and I've coached some of the top insurance people in the world I'm talking everybody for every type of insurance. You can imagine final death PNC whole life. I'll give you name and I've coached them And and here's the deal the ones that are really really good understand Work is the distribution channel for my talent I can be I can be a transformative figure in another person's life by being their insurance person And and the more I'm engaged with my current clients The more I transform their life and the more I transform their life The more they bring me new people People don't bring you referrals when it's a lukewarm experience. So think of all of your customers right now is passive That's lukewarm Detractors, they don't like it Promoters, they do like it or advocates. They're fighting for you people of interest build deep advocacy In other people Right. Yep. Yep. Is that uh, I mean, is that is that something that that you see a lot in our space specifically that uh People struggle with is creating that engagement with with with their clients and building those bonds and turning it and and and Really in the insurance industry, we're known to like Be positive policy peddlers if you will we're selling a policy and we're on to the next one and and you know Who cares what happens to that person or that relationship or maybe I'll get a referral But you know who cares I'll sell another one Um, and and I'll just go back. I'll just get more leads. I don't you know, I don't need referrals I don't need you know what I mean and and I think I see that a lot. Is that what you see the most in our space specifically I see it a lot in financial services Like like across the board in anything financially in financial services So what I would tell you that I really want you to get this is the national average I use 5.7 referrals Most industries say if you do a great job with your current clients, they should be worth four to six referrals Over the lifetime of the consumer So I want to replace the word. What if I told you I don't believe in customer service Now people are like, oh my god, you know, believe it. No, I believe in customer engagement Right if I just serve you codie When you have a problem If I just deliver the policy when you have a problem, but that's what you're paying me to do anyway Yes If I engage with you even if I just have a conversation with you like with you You know, I want to think about you with the concept. I call you And we talk through it. Now. Let's say that one phone conversation helps you make a million dollars Let's say it gives you an idea. Let's say it helps you with your team. Let's say it helps you work through something Whatever That's a whole lot more valuable than me just serving you when when you when right when you when you need it Yeah, so I think many people have got in this mind trans the word transaction means to discard Okay, so transaction means you're my insurance guy I'll call you when I need you but I don't need you Like I'm not I don't call to you. I don't want to engage with you. I have discarded you until I need you Yeah, that's not that's not transformation transformation is You know, I talked to my insurance guy like like my insurance one of my insurance guys is in my coaching program And and and he you know, he's there anytime I call him. That's good, but I'm always telling him engage with me more Check on me more Right. No, no that my wife's about to have a boy in a week or two Like be involved in my life when I'm not thinking about you. I'm not talking about you when I'm not talking about you I'm not referring you so You may have a whole division of your company or if you're just a single agent Part of your day should be contacting your current customers and you say now, how do you do that? We Prospect in the mornings for two and a half hours and then I give my sales team Permission to call on our current clients in the afternoons So what I mean by that is that's a form of prospecting engaging with our current clients to get referrals now They talk to them. How's it going? How can we help you the coach who's got a few ideas? Have you watched class? Hey, is there anybody we need to be helping anybody else? We need to be helping See to ask for referrals easy Cody if I've helped you get to a better place in your life Do you mind helping me reach more people and you're gonna say no Who else do I need to be helping? Oh, man? I know a dude like you gave me a referral the day for a guy to sign up for my My couples retreat. Yes. It was the easiest sale we ever made I even hate I hand it off to Eric White. He got a commission on that and I just gave him the dude's name and number Yeah Now my point is you made the sale for me Right the sale was already made you told him it was a valuable thing go on the couples retreat You'll enjoy the sale was made by you not me not by Eric all we did was collect information So my point is that's a referral and I would guess over the course of our relationship You've sent me four to six referrals or more, but even better you've put me in front of thousands of people See that's the way people need to think about it today in the old days. I knew Cody I helped Cody Cody goes introduces me to three people The new days Cody introduces me to his instagram body and he introduces me to the webinar And he introduces me to the insurance industry and he introduces me to the the wolf of wall street and he introduces me to whatever Now in the new days Like i'm doing a thing with tim story this afternoon And you know every time tim story talks about me on his page is to 500 000 plus people You follow what i'm saying So is that one referral or is it or is it 500 000 suspects? It could be clients. So my point to you as people of interest. I understand the impact That I could have with you And and I got to understand the impact I could have so we have what's called the top 25 I talk about this in the book And if you guys want to get the book, uh, the link is in the notes. We give you the book I think you pay for the shipping But if you want to get this book, I would take advantage It's a bit. It's a small book that has a huge impact. Maybe it's nine bucks or 999 to ship it to you but my point is One of the things I talk about in the book is building out a top 25 Where you have 25 deep and meaningful relationships with true influencers Okay, cody's in my top 25 I was wondering You know tim grover's in my top 25 right tim story's in my top 25 bradley's in my top 25 It's a good list to be on Say, oh, it's a great list to be on list to be on man. It's a power list Yeah, but here's the deal To to to build advocacy in you I got to advocate for you. I got to fight for you The way you build advocates is you fight for other people So i'm constantly helping bradley sell lightspeed I'm constantly i'm helping tim grover get speaking engagements. I'm helping tim grover Tim's story is speaking engagements. I'm helping You see what i'm saying? I help these people with my influence. They help me with their influence Well, so for you Yeah Well and on that note Specifically right you you talked about earlier how you know what you may give somebody one idea on a phone call Maybe worth a million bucks, you know or wherever, you know The reason I referred that couples retreat so easily and the cell was made before Eric got on the phone whether he believes it or not was because When I was at the couples retreat my wife and I loved it I got several ideas I need a coo right? We're doing millions of dollars of revenue all these companies. I'm trying to do it all That's stupid, right? So we hired that I didn't have a personal assistant, right? I have that Right, we weren't having cells people take disk assessments before we hired them now We're doing that right and those were just a few things just from one single event and that's why I love having big people in my life Even if I got to pay for it because I always there's never been a dollar And I've invested hundreds of thousands the last several years and like personal development self-improvement all that There's never been a dollar that I didn't pick up something You know a lot of people when when they go into a relationship where they spend 25 grand over the course of a year or whatever Or 20 grand on tickets or four grand on a retreat or whatever they get to where they're like, well My life didn't immediately change You know I was making 100 grand a coach. I'm not making a million dollars the next day and you know I didn't take away 4 000 ideas, you know Well what you said earlier makes a ton of sense and what I used that that's why I love the power of events If they connect with one speaker and maybe it's you and they get one idea That they go back and implement that impacts their business or changes something think about how much just those three simple ideas Are going to make me over the course of the next 30 years You know, yeah And when it comes to these conferences if you don't go to a conference and pick up new business or new strategic partnership To pay for the conference you went to then that's your fault. Yeah Like I didn't even speak at 10x3, but I bought a suite for 50 000. I think it's 50 000 And we generated 200 000 dollars of business in the suite Yeah And I didn't even speak on the main stage I just had my own little conference up there in the suite It isn't it isn't that how you'll sell me the retreat to because I went up to the suite. Yeah, absolutely. There you go And we signed up 25k members and we and we you know my point is people of interest are Moving about the planet and they're creating They're not steel. They're creating new ideas new programs. Now one thing I want to speak to Is this concept of a primary skill? People of interest let's go to that niche concept. I want if you're watching this today I want you thinking because I've had to do this over the last 18 months I've had to pick a lane Right and the reason I wanted to pick a lane is because I do believe that people who have a primary skill and that skill is marketed Make the most money Okay, so I want you to think right now. What is your primary skill? Is it Your communication. Is it your ability to Market your services. Is it your ability to connect to people? Is it the ability to solve problems? What is your primary skill now? I want you to think about this um Tom cruise charges 25 million to do the mission impossible films And he does his own stunts His primary skill right and if you watch those or jack rich or whatever you see you're like that This dude's good And because he's so good, they know they can invest 25 million in him And they'll make a hundred million dollars off the movie So it's a good bet, right? There's a difference between what something cost and what it's worth. Yes Okay, people of interest Have such a strong skill That people will overpay for that skill Now let me give you an example Because all of you a lot of you compete on rate And you're always asking how do we sell we got a our rates higher than somebody else's rates. I get it My banker I have a banker that I do commercial real estate deals with and he was charging me 5.5 interest On my loans, which would be considered high in-house bank loans not mortgages. These are on commercial properties sometimes big properties And Other bankers were constantly coming to me saying man coach. We can get you a 5% right We can get you a 5% rate. That's the cost And so I go to my banker and I'm like, you know These other bankers are courting me heavily and they say they can get it to me at 5% and he said man I'm so glad you asked me that I've been waiting on you to ask me that question And he turned around and he pulled out a spreadsheet out of this thing and he said here's the difference between 5 and 5.5% Here's how much money it is. It's like 400 more dollars a year And he he looks me straight in eye and he said am I worth 400 more dollars than those bankers to you? And I'm like You are you know why you got a primary skill You break ideas down. You coach me through it. You keep me out of trouble. You make sure I'm not over leveraged You take me to dinner. You're involved in my life. Like 400 more dollars a year for that Absolutely, you're worth it. Now my point is this If you don't know what your primary skill is and many people do not They don't know how to position themselves as an expert at that skill. So what are they? They're just general real general insurance agents generic You're not the heart surgeon You need to learn to position yourself as that dude is the number one guy at that That's how he makes a lot of money. Like I'm coach insurance guys that make four million dollars a year guys And guess what they're not selling 27 different things. They're selling one thing And they're great at that one thing Okay, when you and I did those events with rames and those people what did he get on there and say they got one product They sell one product. They become a master at selling one product. That's a niche expert So just study the people in your industry and say what are they doing To make all that money. They're not they're not doing a hundred things. They're doing typically one thing And they become the best at that one thing. What is your primary skill? That's what I would ask And and and that's specifically for me has changed It hasn't really changed, but it's gotten more clear these last few years Because you used a few you know a couple years ago. You were asking me that even a year and a half ago You asked me that a lot, you know because I'm in a lot of different lanes, you know and and now we've got to where Other people are focused on the other lanes and and I'm I'm I'm an insurance sales trainer, you know, and that's it like I love sales and and when it comes to insurance I believe I can help someone sell a policy as good as anybody, you know, and and before though There was a lot of pieces, right? You know, so uh, that's strong Well, I think I think and I'm guilty of this Is that we can we confuse the market? And I'm going to use a word here cody for a lot of people out there. It's called a success trap And a success trap is you're you're really really good. I have this talk with my president chelsea culbert a lot She can do anything she can she can do accounting She can negotiate she can help me get speaking engagement. She can manage the team But many of those things She gets caught in doing things of low value That are not married with her top skill That's a success trap You can sell insurance. You can market insurance. You can do this. You can do this. You can do this But what happens is the market gets confused About what is it the number one thing people of interest Have this niche idea this primary skill Now you say why are they why are they people of interest because their skill is better than other people's skill? Yes Yes They're right that makes it it's like when I match your skill up Versus somebody else's skill the person with the best skill is the one that's going to win So if i'm selling if me and you are both selling insurance But I have an incredible skill of connecting An incredible skill of making people feel like a million bucks incredible skill of networking an incredible skill of this, right? Then i'm going to win over you Yes No doubt about it We did insurance for our company with the guy and I I like him. He's been the worst insurance agent I have ever seen in my life. We can't get him to call and check on us I've called him and chastised him. I've tried to sign him up for the coaching program Like like like I told my team. I'm like this dude is terrible Then then I call his company one day to talk to his boss And his boss tells him not to get in my coaching program because they have an internal coaching program So here's what I told his boss. I'm like it's your internal program sucks Because if this is what you're teaching him to do not call his customers not engage follow up seven days later Like it ain't working man His skills are so poor his communication skills are so poor So what happens to that guy is at the end of our year we fire him and we get somebody else who's better Right Yep, and and so skills Win when it comes to people of interest now Let's talk about what you can do to become a person of interest and I really for those of you watching I'm going to go deeper on this concept at eight percent nation This is going to be my topic that I'm going to be talking about I'm kind of giving you some of this stuff But if you can come to dallas, I promise you I have spoken at this conference back to back years It's one of the best conferences. I speak at ever the talent is ridiculous It's just it's just ridiculous and to be at the statler In those settings where you can hang out with each other and do one-to-ones and take meetings man I'm telling you It's it you you need to get your ticket to this dallas is a cool city It's got a lot of energy So so I'm going to be speaking on this concept deeper at that and I'm and the more you hear it the more The more likely you're going to become a person of interest But I want you to think of people of interest as there's a couple of ways you can become a person of interest number one You need to have your own books Okay, and cody's working on that. You need to have your own books. You need to write a book You need to have your own podcast You need to be doing your own events You need to be doing strategic partnerships You need optics Meaning meaning you need to be seen with people moving circulating You need right. You need to let people know. I'm an interesting person. I'm living an interesting life Quit don't try to sell insurance sell this that you are a person that people want to be connected to Let me go back to what I said earlier. You're a person of increase. You're a person of advancement So you would see travel in the world at different properties that I own blind on my jet Doing these things right different offices. You'd see me work with my team I I want to show you I don't want to tell you what I do I want to show you on instagram when you follow me like this dude is moving about the planet He's he's always got something coming up. He's always doing something. He's always partnered with somebody I don't see this enough cody in the insurance world I see too much stagnation. So like I can't like like I don't understand like what are you doing, man You need to be out there partnering with people. You need to be hosting events You need to be having podcasts. You need to be doing right books If I stopped today by the way insurance would be one of the fields. I would look at going into number one Because I because I think there's a fortune to be made. I love I love the residual I think it's a great business model, but if I started a coach birds monster insurance tomorrow Don't think for one second that I would change one thing that I currently do I would be speaking writing books being on podcast traveling the nation doing strategic partnerships I would be there was nothing because I hear a lot of people say that. Oh, you're in the motivational space So, you know, if you were selling insurance, you wouldn't do any of these things I'm like, no, I would be doing right at my book person of interest I would be doing everything that's in that book if I was selling insurance I would be the only dude in my city doing all these things and guess what that would help me My city because nobody in it. It's the thinking That you have a lot of people in financial services goes well my compliance won't let me do that And oh, they won't let me talk about they won't let me sell insurance. I'm telling you you don't need to be selling insurance You need to be selling beliefs You need to be selling convictions You need to be selling energy You need to be selling man Everybody in town wants to be associated with me because I'm the coolest insurance guy in the world That's what you need to be selling Okay, and when you get that concept you go man, I want to be a p.o. I want to be a person of interest, man Okay, so so let's close it down here. We'll take any questions. Cody This is a small piece of what I'm going to talk about at that conference And we'll do masterminds I think we're even going to do a private mastermind or something that you're at your at your conference for key people And I will talk about any of the 16 books that I've written But people of interest man is probably the coolest book that I've ever written And like I said, we gave it to you today I think all you got to pay for is the shipping if you go there Pay for the shipping get the book the links in the chat box And it's a small book, but I'm telling you the people have earned the most money Cody has taken this concept and done a lot with it My top real estate agents I've coached have done a lot with it my top insurance people have done a lot with it My matter of fact the guy making about four million a year selling insurance Said this the single greatest thing that helped him was reading my book person of interest He took that book and he created a concept From the book So I'm telling you this this is where you want to go if you want to be a buyer versus a seller if you want to If you want to get out of the commoditization business and get into the transformation business This is a concept that I promise you you're going to want Yes There's no doubt about that I got time for a few questions I'm going to put the uh, we got a question about the links. I'm going to put the link in the in the chat And I'm going to answer one of the questions with it Eric says I will buy that right meow. So that's good. I think I think that's pretty close to now. So that sounds good You'll get it. Yeah. Yeah. Yeah, I mean There's there's there's uh, there's times in in in in life when you connect with somebody And then and they give you something You take it you take it Um, and I know that to be true. So so christopher says, uh, actually let's go to melissa's How do you I would love to as we're getting a couple questions. I'd love to finish with this too. How do you build confidence? uh You've built confidences as a muscle for you at this point Confidence is the memory of success And the way you build success let's go back to those ingredients People of interest have knowledge the more knowledge you have the more confident you will be The the stronger your skill is the more confident you'll be The higher your prey drive is the more confident you'll be so think of confidence as the caboose on a train To knowledge skill and desire. So if I want to grow my confidence, I need more knowledge any more skill any more desire I need more repetition. I need more role play. I need more testing. I need more coaching, right confidence Comes to you when you work the muscle Like you you talked about what kind of shape. I mean, I mean it's because I went from 191 to 168 I'm in the best shape of my life But but but here's the deal. I made a simple I made a simple decision to go pro in my health So I'm not working out every morning. I'm eating the right things. I'm I'm just I'm in I'm in better shape So here's my point. What does that do to my confidence? I'm a whole lot more confident than I was a year ago Okay, see those pictures of me the chubby face. I can't believe melko even let me get that chubby Now here's my point. My point is now I was a stone co-killer machine, but now I really feel like a stone co-killer machine Now right now. Let's go. Let's do this because I made a decision So so confidence I write about this in a book called swag by the way I don't want to confuse the people but but in person adventures will give you a lot of confidence. Trust me Yeah, well in the uh Dude, I haven't even been on the jet yet. Can you believe that as close as we are? I'm in the top 25 We you know, we talk almost daily and I haven't even been on the freaking jet yet. Yeah, man, you know, I mean I haven't even been on it in the last month. This has been sitting down there waiting for me to go somewhere Yeah, yeah, it's just it's just eating up your money right now Yeah, that's me. I pay the bill. I pay that bill every month thinking dang We got if we've ever started flying somewhere or are renting this puppy out No del um Donovan so what's the best way to figure out your free prize? Yeah, that's a great question That's a great question donovan. That's a very intelligent question. Um, the free I want you to think of the free prize as you remember in the old days We had cracker cracker jacks that had a little gift in the bottom of them And lucky charms had a gift nobody a lucky charm because they're any good, right? They got a little gift in there when I was growing up. We bought baseball cards and had a little Bubble stick a bubble gum in there. Now. Here's what I want you thinking the free prize. It could be Donovan could be your knowledge. It could be your skill. It could be your desire I find out that a lot of people's free prizes their attitude A lot of people's free prizes willingness to go the extra mile A lot of people's free prizes. I introduce you to my networks Right, like I think my free prize is my contagious confidence You know, I not only have confidence. I don't have to spread that confidence to another person I know how to when we when I get done with you I make you think you can go do anything Okay, now where that comes from. I don't I don't know years of being a coach But but but at the end of the day, it's just a little sweetener and I got a real good attitude So so when you think about this concept I think you need to dig deep because that's really what you're selling Right. I compete against the big boys and big girls every day Cardone, Tony Robbins Even Wolf of Wall Street. Those are competitors to me And I have to I have to have something That they go we like this dude We this dude we this is our guy right here. Those are guys those guys are killers But that's my dude right there and I attract people like that who say I like all those guys But you're my guy man. There's something about you. I just I just really resonate with and so that's my free price So donovan, you got it. You just need to uncover it and then package it and sell it Yep, I'd love to see some monster socks by 8% by the way, you know Maybe we can have some of those on the table, you know, I don't know Mel. Are you listening? I did just get a monster suit in that that my my clothier clothier had tailored in the monster logo inside And it's in a custom suit and it it was bad to the ball like it was It was probably smaller than your previous one from from a couple years ago, you know, so it probably had much smaller I can't even wear all those old suits. They swallow me whole Well, thank you for being on this. Um, I'm excited to have you at 8% again Guys, please make sure you jump on this link. Uh, that's in chat and the questions grabbed up I mean he's giving it away for free. You have to grab it I'll freaking pay the shipping and handling for you if you won't like I'm just telling you you need to get it Um Unbelievable job coach. I love being around you appreciate your time very much Yeah, this is fine man person. Thank you to all the people that showed up and stuck with me for an hour It's a big concept. I'd love to see it 8% I'd love to see you more and cody. Thank you for putting this on I've been I've been very excited about doing this for you. You got it coach appreciate it Thank you all for being a part of how to become a person of interest There's one person that knows how to do it coach Michael Burke. See you guys at 8% Thank you coach Thank you guys. Thank you. Appreciate it. See you guys Hey, you're making some big money, right? You're while it's getting all fat. You're getting excited when you go to the bank What are you gonna do now? Right? You need to know some tax strategies I got the video for you. Click on that with my buddy Jenny Frost and I'll see you there An individual tax return has a one in a hundred chance of being pulled for odd If you make over a million dollars, you have a one in 10