The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

DPB 106: Coach Micheal Burt on How to Find a Mentor

ABOUT THIS EPISODE

  

Back for the second time, Coach Micheal Burt is never short on delivering power.  

In episode 106 you'll discover how to find a mentor and what impact having a mentor will have on your career, no matter what industry you're in. 

So many people seek the money first, when Coach Burt suggest that needs to be flipped around. Find the mentor before the money.  

Getting value out of The Dealer Playbook Podcast? We'd love an honest review here: http://www.thedealerplaybook.com/itunes/ 

We're on a mission to empower automotive professionals around the world. It's about Thriving, not just surviving. Help us spread the word - SHARE SHARE SHARE! 

DOMINATE!

 

MC

Welcome to the dealer playbook podcast. My name is Michael Cirillo and each week I sit down with the brightest minds and marketing, sales and leadership to help you level up your career in automotive thank you so much for spending your time here with me today. Now let's open up the playbook. Here we go, and here we go, another episode of the dealer playbook podcast. Thank you so much for joining me. I am so glad you here, because today, back for the second time on the show, coach Michael Burt. Now, for those of you that remember the first episode, it was all about how to become a person of interest and there were so many power bombs and nuggets in that episode. While today will not disappoint, I'm so excited for you to hear and and join the conversation that I had with coach burt about how you can get a mentor and what that will do for shaping your career. All that and more in this episode of the dealer playbook podcast. Here we go. All Right, here we go, back for the second time on the dealer playbook podcast. Welcoming, welcoming the man himself, Mr Coach Michael Burt, thanks much for joining me on the deal with playbook. What an honor to be back, man. You know when people invite me back to speak after they've heard me. I just spoke last week. Is a third time I've spoken at this conference, like backtobacktoback years, and I was like, man, what an honor to be back on a second time, and it just says a lot about you and I appreciate the opportunity to come back and continue sharing stuff. So thank you, man, for having me back and not thinking I'm yesterday's news. You know, said you have me one time. Well, I don't know how you could be yesterday's news because you're pumping out ten extra content that I push out. So you know, always staying you know. It's actually funny because I was just watching your live broadcast yes which is kind of where I want to go with this one. I've got a whole slew of questions that came from that. In fact, the last time you're on the show, you mentioned something and I heard you say it again and I appreciated the consistency in the message. You said go for the mentor before going for the money, and this is something I want to explore with you right now, because I think a lot of the time people go oh wow, I got a good idea and I can make money with that, and they go straight to trying to portray themselves as an expert. They go straight to I'm number one in the business and all these sorts of things and then ultimately arrive at this place of discouragement where they go, how come it's not happening the way I thought it should it? I mean, I've got some credential, I've got some you know this and that I spoke at a conference or I was on I was on a podcast once or whatever. Can you maybe explore this in a deeper you know, just kind of digging into this get a mentor before the money. What do you mean by that, and and how? Let me use it. Let me use a phraseology from the home building world. I've coached some of the biggest home builders in the country. We coach a lot of real estate agents and I'm going to use a phrase here called bad mud. Bad mud in the home construction business is where when they when they put bricks together, they're not put together very well and so at the first sign of friction or the first pressure, they break, okay, and it's called bad mud, and and and what I see here is that young people, twenty two, thirty, eighteen to thirty, whatever the case may be, they have the opportunity to come out, roll out, and they're all interested in making Eightyzero a year, a hundred thousand dollars a year, and I'm for that, okay. But here's what happens. Because they didn't go for the mentor first, because...

...they weren't enter engineered to win body, mine, heart, Spirit, knowledge, skill, desire, confidence. That there they have weaknesses in their armor, there's a there's kind of a cheek in their arm, or either they're not emotionally strong. Maybe they have it done their homework to have the content they need. And you know, I'm speaking at big places around the world. I just spoke at Deloit last week and which is up, which is a huge company. But you should see the feedback I get when I speak at one of these companies, when I'm speaking to twenty two thirty year olds. Either half the group loves it, love this guy, love his energy, love everything about him, you know he's there, or the other half is like hated. It sounds, it feels like a snake oil salesman trying to push something on me, and that's just my energy. I'm not trying to sell them anything. It's just my energy. But I'm sitting here and I talked to some of these people, like on the break or here or there, and I'm thinking, you know, how well is this kid really put together? They may have the knowledge that's Iq, do they have the Eq that's emotional telligent? Do they have bounce back? Do they have the ability to articulate their value? Do they have the skill of selling themselves? Do they have a you know, the Eq of emotional intelligence, of passion, desire, the ability to keep coming back? Do they have a strong grounding? So I'm looking at the whole person and I'm not just looking at one skill set. And that's why I say go for the mentor versus the money. Work under somebody WHO's great, do it for three, four five years, hone all of your skills and because you're going to get exposed later in life if you don't have some of these things. The markets going to catch up to you somewhere or another. And if you go for the mentor first, you're going to make enough money on the back end of this deal. So let me ask you this, I mean going along these lines. In Your Opinion, is it laziness? Is it lack of patients? Is it naivety? What is it? What forces I mean? Or is that just natural human nature? Oh Man, good idea. I'm going to go straight for the stars and Getty up versus. I mean, I imagine. Well, I don't imagine, because it's the route I've chosen. You Go for the mentor and it's a journey man, it's a pathway of you know, could be years to get you to a place where all of a sudden you're banging on all cylinders. So what is it, in your opinion that that causes us to want to go, you know, to the top level right out of the gates? Well, it's an instantaneous group, you know, they want gratification immediately. I'm thinking about one of my friends right now who told me that our son, who's eighteen, wanted to do an internship under me, and I said, well, he needs to show up at my office on this time. I'm going to be going in two or three different cities. I got a lot going on. He can tag along with me as much as he wants. He's going to learn a ton, maybe more, in a couple weeks than he does in a few years at college. Sure, but he but he opted to go be a server, it chedders, versus coming in Mentoror with me. And I'm sitting there thinking you making fifteen, twenty bucks, maybe a hundred bucks a day and that's all good for a little spending money, take a girl out, go to the movies. But what could you learn in a summer interning for somebody, not just for me, but for somebody who's actually started to business from nothing, no loans, no lines of credit, seventy five hundred bucks in the bank that's built a million dollar plus company. And you know I want to be under I was with Bradley last week in, you know, in Las Vegas, as we roll out our new Total Growth Academy, and I learned enough in a day for months worth of stuff. What if I could spend every day with the guy? What if I could spend every day with somebody who's worth six hundred million bucks? And so this is the problem. Is that in you heard me talk about it on my show today, is that we don't have aspirational contacts we're not reaching and grabbing for something bigger. We're just kind of just playing at a very low level and we rather take a little side money, a little pocket money, then really go learn under somebody who could teach them something. That kid ought to be working at chairs at nights and weekends and he ought to be working beside me every day. That's that would be his best education. They'll be my question because I think a lot of people, you know, they dive in both feet and look, I don't think. I you know, I don't think diving in with both feet is a bad thing. I think I think getty up, man, you...

...want to learn how to swim, dive into the pool. But you know, I know there's a lot of people think, and I mean I have family members and colleagues who say, man, but money is the real thing I need today. So how do we bridge the gap between need for money today and this journey that I'm about to embark in with a mentor? That may not translate to well, like you said, I mean it's going to pay out on that on the back end of the deal. What's the balance? What do we do? Well, you're talking to a guy who, at eighteen, nineteen two thousand and twenty one work for his little as two thousand a year. I mean, at eighteen years old, I wanted to be a basketball coach and and so they paid me a hundred and ninety nine bucks a year and I made that for two straight years and then I bumped up to an assistant coaching job that I made two thousand a year. I still had to live at home with my parents and that was a cost of doing business for me to get the mentoring. I had to live at home. While I was in college I was only making a hundred fifty. But let me tell you what the long play was for me. Every day at your current role is an interview for your next role. Every day and your current job is an interview for your next job. And so I treated my little one hundred and ninety nine. I mean it's also, you know, Biblical, if you study the Bible, when you when you handle little things, you get bigger things. You know, if you got if you got a you got something, a little cheap thing, you take care of it and you get something bigger. You got a little home, you take care of it, you get a bigger home. You know you got okay, car, you take care of it, you get a bigger car. And the concept is, can you handle a little responsibility so we can give you more responsibility? And so to me I'm not the guy to talk to about saying, well, let me go for the money, first ride out of college. But I'm emotionally not mature. I don't have myself together because I was the guy who lived at home from nineteen to twenty two, making two thousand bucks a year. But that set me up to be a head coach at twenty two years old. It set me up to start writing books at twenty five. It set me up to do what I do today because I was willing to sacrifice on the front end to not be bad mud, you know what I'm saying, to really have the goods. And and when I do get in front of people, here's a good test. You know, even people that I think are not sold on me maybe, or don't think I'm at a certain level, it's so interesting the moment that they do figure out, man, this guy doesn't know what he's talking about. Yeah, but but here's what happened. He started twenty five years ago at fifteen and learning and really enter engineering it's not fluff or pop up psychology or cotton candy. You know, if you don't have the goods, people can tell it pretty quickly. You can portray you have the goods, and this is what's happened in Michael on a lot of social media is it. People look like they have the goods, but when you really drilled down, what is your heart skill set? What problem can you solve? What can you say? Oh, how can you add unique value? What are your intangible assets that I can't see on social media? That's what I'm looking for. I'm looking for the real deal. What's going on really inside of you? It's funny you say that too. I've had a couple of conversations in the past, you know, two, three months, with individuals who go man, I feel like it's not happening fast enough. I've been grinding for the last I don't know, ten years. I've you know, I feel like I've put my heart and soul into this thing and I just wish I could be further in ahead. And it's funny because we see the entrepreneurial journey or the business building journey very transparently now from guys like Gary Vander Chuck Who's decided to document his entire day to day and you look at the story of these individuals or grant card owner yourself, you know the first ten years was doing was them doing the exact same thing. I mean you look at Gary V who was like plucked out of his baseball card business into the family wine business at fifteen and he pounded away at that until he was twenty five and then he decided to do Wine Library TV for another ten years and somewhere along that path he got some credibility in some no notoriety and all these things. But I mean the guy was in the game for like twenty five years before it really started to explode. And now people see the Gary View of today, the Michael Bird of today, the grant card own of today, and they go oh man, it just seems like it happens so fast for them. They don't...

...see that, like it's kind of that iceberg thing, right. They see the tip of the iceberg, yes, above the water, and they don't see everything that happened, you know, the greater mass that happened below the surface. Well, when you think about it, I heard Oprah Winfrey say this this they asked her about the oprah effect and they said how do you create the Oprah effect? And this is a fascinating response she had. She said one person cannot create a phenomenon. All One person can do is create something so valuable, so compelling, so interesting, that people's response to what they create creates the phenomenon. You know, when you think about a card own and and you look at cardown's business model, you talking about going out, and I want you people to think about this that see him today, think about going into a city and go into car dealerships and selling your own tickets to an event. Number one, you got to make the first sell, you got to get the meeting, you got to sell them tickets to come to the event, you got to get them to the event and then you gotta you gotta speak for eight hours. And you do that, what a hundred fifty, two hundred times a year. And he said there was times that he was so, you know, so cheap on money that he didn't even wouldn't pay the one hundred and fifty for a leavelier mic and you know, and I can't even imagine speaking today for eight hours with no laugh my you know, that's a brutal business model. When I heard him talk about that, I'm like, man, I don't want to do that. Man, I probably speak a hundred times a year now and it's brutal to travel, the airports, the hotel's that. So that's what people don't see. And he did that for how many years? How many years did he do that? Twenty years. Yeah, two thousand and twenty five years, I mean, I mean so, you know, we're not talking about twenty days, we're not talking about two weeks, we're talking about a guy that grind it out for twenty years. Well, what people didn't see about me is starting at fifteen coaching, being a head coach at eighteen, being a head coach for twelve years at one of the biggest high schools in Tennessee, that was my laboratory, man, that I was grinding it out eighty hours a week, studying and testing my my models, my hypotheses, trying to see, testing on my players, what would work and what didn't work. I wrote books like everybody else. The first three books are just average books, you know, and then I got better and then I spoke and then I got better. But it's still this push that you're talking about that. People just don't see it's a ten year overnight success story and then one day they break through and it's like man, that guys. Who, where did he come from? and well, he's been grinding for twenty years. Man, that's where it came from. Okay, so let me ask you this. How. You know you see this all the time and I'm sure you get it all the time. People go, okay, well, I've got the grants, I've got the the coach birds, I've got the Gary vs. I'm going to leach on to them, and I see this all the time on social media. My my unofficial mentor grant card own, and I understand that. I mean into a degree, I'm doing the same thing. Like I said, I was just watching your show and I learned something. In the end, there's something to ponder and to Glean from the the information that you provide. However, I think there's also something to be said of that that one to one in the same room, energy exchange, you know, that can come from having a true physical present mentor how does one find that type of mentor? Hey, this is Michael Sirollo from the dealer playbook podcast. Don't you find it interesting that the automotive industry has been using the Internet to do marketing for like twenty years get today everyone's still complaining that it just isn't working the way they hoped it would. Whether the cost is too high, it's time consuming, we're not getting results, the list goes on and on. And, to make matters worse, nobody really knows who they can trust as a marketing partner. Flex dealer is an inbound marketing agency for car dealers. We've invested over a million of our own dollars to identify what works and what isn't working online so that you don't have to. Consumers don't want to be sold or pitch to. They want to be educated build relationships of trust with you and your people. Not only that, there isn't a one size fits all marketing approach that works for every dealership. Your Business is unique and it's time for car shoppers to know why they should choose you over...

...the competition. So, if you'd like your money to go further while simultaneously increasing your sales and influence in our community, my award winning team would love to partner with you. That's why we're putting together something really special for a limited time or twenty dealers, whatever comes first. Flex dealer has a special six thousand dollar exclusive dealer playbook offer just for you. To learn more, go to triple W do flex dealercom forward slash DPB. Now back to the show. Well with this is a big question. I could ask a lot. How do you find a mentor? I agree with you. I'm still a big believer. Now we just wrote out our new online platform, total growth academy, and that's for people that don't live in Tennessee can't come to my greatness factory, can't see me person. So they can get coaching every day by me right as they can get it live, they can get it virtual, or they can get it live and virtual. But but here's the deal. Tomorrow, nine am I'm going to be in my greatness factory in the training room teaching three Thousan to forty entrepreneurs. And I teach them in monster producer every thirty days. We see eyeball to eyeball, facetoface. We feed off energy with each other, and so I'm still a big believer in experience, in that live Michael. But, but, but, how does a person find a mentor. Here's the deal. Are you, and I'm going to say this, and not an offensive way to people, but are are you worthy of a person spending their time and Energy to mentor you? Because I see lots of people that email me or facebook message me or tweet me or whatever the case may be, and they say, well, I just love to spend time with you and I'd love to do this and then, and then they don't show up. You, you know I I like to do an internship with you. Then we can't get in touch with them. And here's what I'm saying. If I go to a guy, we're six hundred million bucks, who has his life together in all parts of his life, is emotionally, physically, spiritually, his family, and I say I would like to be mentored by you, there's going to require effort on my part. I got to show up, I got to bring a notepad, I got to be hungry and interested. And so we live in a quick, fixed world where people want to be mentored through emotional identification. And I get it. What you're talking about, his emotional identification where I am kind of unofficially mentored by you because I watch your videos, and that's okay, I was unofficially mentored by Stephen Covey. Sure, that's who I studied from eighteen to twenty five. Only met the man one time, but I could recite and regurgitate everything covey's ever done because I just soaked it up and I didn't have enough money at that time to get his personal attention. And so so we get to mentor people every day through your podcast, through our TV shows, to facebook, live and and that's good, but imagine how much stronger it would be if we got to see it live. When I spent four days with Cardon in Mexico, our relationship went to a whole new level because for the first time I got to get past all of the social media stuff and just listen to his real philosophy on what n x really meant. And so when I got to spend those four days eyeball to eyeball, talking at the pool, listening, discussing, debating, my respect went through the roof because, like man, this guy really has substance and it's not all flash, it's not all you know, it's not all persona. I mean this guy's got a real philosophy on selling and he's really good. And so to me, when I got to spend time with Lee and Vegas, I'm like in this guy's good. He study virtual training, every way you can study it, and so you get to see the depth of a person when you get to be there with them physically. And and every person listening to this should be willing to spend some of their own money to get on an airplane to go see their mentor in person and they should show up and say hey, if I could just got to sit here all day long. I mean, I spend time with the guy. We're six hundred million, probably maybe sixty eight months ago, and I just said this, if I could just sit over here in the corner. You don't even have to talk to me, I just want to take notes. He did talk to me, but I said I'm just here to learn. I want to see how you deal with people, I want to see how you think, I want to see how you respond adversity during the day. I just want to be a fly on the wall. Now we call that the aspirational contact. You...

...know do and it's should be part of your selling system. You know, just like you've got a hit list and a farm club and a top twenty five and Nep you. You should have on their every week one person that you want to spend time with, to you want to absorb their content and you should be hungry enough to go get it. Yeah, do, do whatever it takes. It's at the end of the day, do whatever it takes people that are hungry enough. We probably had thirty inquiries already on my total growth academy that couldn't afford it when we rolled it out at five thousand bucks and I said look, we'll give it to you at eighty three dollars a month. And if you won't spend eighty three dollars a month on you, you're not you really don't deserve to have a coach. You're not ready to have a mentor eighty three bucks a month. If you can't absorb that, you're not serious about your coach and you're not serious about your own potential. And you know, it's kind of interesting to me what's going through my brain right now, you saying that now and going back to what you just said a few minutes ago. You know, are you worthy of a person spending their time and the other facet of that that's going through my brain right now is, do you believe that you're worthy of somebody taking time for you? Because if you're not willing to spend eighty three bucks or you're not wanting to willing to buy a booker, do whatever you know how to do in that moment to enhance yourself and to make yourself stronger and better and bring yourself closer to your goals, dreams and ambitions, then what makes you think somebody else is going to spend the time in you? Yeah, it's somebody else more interested in your potential than you are. You know, why should I spend time with the person that it's not even interested in their own potential? And you, you know, you mentioned a book. A book. You know, for the folks that they're listening, a book is not worth twenty five bucks. I mean that's what the publisher wants to sell it at. The book is worth even a bad book. You can find one idea that could be a milliondollar idea, sure in a bad book. So I'm a sucker for books. I go to airports, I mean about two or three books every airport. You know, I'll I'm looking for is one idea and that one idea could be worth a million dollars to me. So people say, Oh, it's twenty five bucks. Can I the Kendall version? It's nine dollars. Can I buy you is kind of get it on Amazon cheaper. Just by the freaking book man for twenty five dollars and quit being so cheap, because that has a lot to do with your think. Yeah, you know your thinks not big enough. So so here's a deal. If I'd spend twenty five for the book, how much would I spend to spend the day with the guy who wrote the book? How much would I spend to get coached by the person that wrote the book? You know, that's that's where we got to get people thinking. is about expansion. In my show I did the day was about living in isolation and you know, I wrote down one day. When we live in isolation we make bad decisions because there's no energy. It's like the Dead Sea. You know, we take a lot but we never give out and there's no exchange of energy. And because of there's no exchange of energy, we just regurgitate the same old thing. There's no growth, there's very there's a lot of stagnation. You're either dynamic and growing your stagnant or you're in tropic which means you're dying and and if you're dynamic and growing, man, you're hungry. You're searching for something. What's interesting to me too. I mean, you know, as I've gotten to connect with my mentors at a deeper level, you know some of these guys hundred million dollars. You know one of my mentors, you know probably two, three billion dollars. Man Big back in the day with multilevel stuff and that expanded to investments and on and on and on. Happiest People on the planet, I think. I know like genuinely happy. Money is genuinely one of the last things on their mind, probably because they have a surplus of it and they know how to make more of it. What in relation to what you said, they are also still seeking knowledge and learning from people who they aspire to learn from, and so it's kind of this never ending pattern. So I guess where I'm going with that is embark on the journey and be comfortable with how much learning is going to happen along the way, because you're going to get to the level that you were aspiring to and next thing you know, you're going to have more aspirations and higher aspirations, you're going to be seeking learning from somebody else and and so it's kind of this never ending process and I think there's something in the human brain that makes...

...us believe that there's going to be an end point where all of a sudden, how we've arrived and this is it. But that's not the case. Well, John Wood still writing, but was still writing books at ninety nine years old, still taking meeting, still coaching people, still hungry. Says it has to do with the spirit of the learner. You mention the way we get paid. I actually think money's the fifth or six way we get paid. I mean we get paid in love, we get paid in referrals, we get paid in affirmation, we get paid in reputational capital, we get paid and a distribution channel back to us. Then we get money. And so when you think about this, this concept of the spirit of the learner, and I learned this from Dan Sullivan Ins strategic coach when I was in strategic coach, is that anything you go to make up your mind before you go what you're going to get. And if you make up your mind what you're going to get before you go, I mean when I went to Tony Robins UPW in La. It's four days, you know, fifty hour session, and and I looked at my guy and we paid like fifteen hundred bucks to go and I got exactly what I was looking for in the first probably fifteen to twenty minutes and I looked at him and I said, man, if we left right now, fifteen minutes into this, I would have gotten every bit of my fifteen hundred dollars back from what I already got. But you know why that happened? Because I made my mind up before I went. So many people go up to trainings and then I like this and I don't like that. I didn't like the way presented and I didn't like he was too confident any wasn't confident enough. You know, here's here's the old that says a lot about the spirit of the learner. I have never gone to any training in my life that I didn't get something. And it may have been how not to do something, it may have been, you know, one nugget, but it has to do with the spirit of the learner. You can always find something from everything if you go into it with that and so I think you're right. If you don't have that hunger and curiosity about your own potential and many times, you know, my angel always said when we know better, we do better. I do coach people, Michael, that companies have paid for me to coach, that have never had a coach. They've never embarked in any personal growth or development. They don't go to seminars, they don't they've hadn't read a book in fifteen or twenty years. They're just stagnant. But when they do get around some coaching and they do get around a person bringing and, you know, new energy to them, they do open up and say, man, I just didn't know, I never knew that there was a whole nother world out there for me in my potential, until somebody walks into my life and shows me. It's funny. It reminds me of, you know, back in the day when I was a teenager, I was a part of a like a church youth group and we went on this long, like four day hike out into the end of the sticks. I mean we were way out there and I remember going through the checklist of items that they needed us to bring, you know, a Tin Cup, you know, camping supplies those sorts of things, and so here I was proud of this, you know, Little Tin Cup that I had purchased. It strapped onto my belt loop and I didn't realize, though, that the first day we were going to hike something like twenty three miles and that the food was rationed. And so here we are, exhausted at the end of the day and I get into the food line and I hold out my Tin Cup and they fill it with this this beef broth and I suck that Ba. I mean I was starving and I sucked back. And then I get back to where I was, you know, where I kind of set up camp, and here's a buddy of mine who decided to bring this massive, I don't even know, like the the seven eleven massive jug thing that you can buy. And you know what, they filled his to the brim as well, and I learned a valuable lesson in it reminds me of what you're saying that yes, you should show up with an empty cup, going along with hey, make up your mind about what you're going to get before you get there, but also make sure you have a big enough cup. Yeah, sure, you got the biggest cup you can find. Yeah, and you know it's like the Swiss army knife I'm thinking about. You camp it out there with anything. Good Swiss army knive can do multiple things and and that's that's the skill set we need today. We can't survive on just one soft skill set. We need we need a hard...

...skill set. We need to be able to sell something, solve some kind of problem, fix something that is broken or add some type of be an immediate asset. It could be intangible or it could be tangible, but those are the four things we got to be able to do in today's world. If you can't do one of those four things, you really kind of obsolete in the world. Well, when you're when you're static and plateaued, are you're living in isolation or you're not growing, then you really become obsolete because you're not growing and honing your skills and you're not recalibrating like you need to to be successful. Shifting directions just a bit here. What, in your opinion, is the difference between a mentor and a coach, if any? I think there's a tremendous difference. I don't think any of my players that played for me I don't think any people I'm coaching right now that are that are spending five thousand bucks a year to be coached by me and our monster producer. I don't think they see me as their mentor. I think they see me as their coach. So a mentory, in my opinion, is a person it's kind of been there done that offers counsel and advice. He probably does not come back and hold you accountable to that advice. He just kind of disperses you know, kind of so set into you and it's up to you to take that seat and do something with it. A coach, on the other hand, is going to engage you in a set of systematic and consistent behave of yours. They're going to hold you accountable, they're going to push and have hard conversations with you. A coach is going to find and feel your missing structures. I've had both. I've had mentors I went to and I need to counsel and advice and I had coaches that really engage me in a process, and so I see a very clear difference between these two people. Both both equally needed. Or what's your opinion? Down that? I think both are equally needed. I think you'd find it hard. You know, I think about Steve Jobs and Bill Campbell. You know, I think it was bill Campbell that that's jobs. took a walk with him every Sunday night. Now is he coaching jobs or is he mentoring jobs? You know, who knows? But but jobs founding valuable enough that every Sunday took a walk with him. And so here's the deal. Who's coaching Jack Welch at one time? You know, whether it be Romsharon or whoever. These these guys and girls are going to somebody to either get fed, to work through challenges, to strategize, to find in fiel missing structures, you know. So you could call them a mentor in that I need some counsel and advice. Or Look, I need you to hold me accountable. I need you to push me and to me there's two types of accountability. There's very amateur accountability, which is what a lot of people think they need. Look, I need you to call me every Monday, Michael, and make sure I'm making my phone calls. I need you to manage me. I don't like that account of built. I don't want to coach people who need that to me there's a little training wheels. What I'm interested in is coaching a person who says, look, I want to play at the next level. I don't know how to get there, but I come with batteries included and if you will just show me the way and hold me Accounta would push me. I want to play there. That's the kind of accountability. That's professional accountability and a good coach would will break the cycle of start with good intention, fall off the wagon for some variable and then feel guilty about it. A good coach should help you break that cycle. What's the most common mistake people make when they embark in this journey? You know, hey, I've got an idea, I've got a gold dream, aspiration, whatever it is. I'm feeling the confidence and then, like you just said, discouragement sets and you know what's the mistake that is most common in your observation, that's getting people to this discouragement and how can they overcome that? I think there's a couple big mistakes I see people make that just have an idea, that don't have the engine behind the idea. They don't they don't estimate the cost, they don't know how hard it's really going to be to take an idea to execution and make money with that idea. People ask me, what's the biggest thing you learned in the nine years of running, you know, Michael Bird Enterprises, is how much freaking money you got to make to actually keep any money, to grow, to expand. I mean, I mean my accounting team today and I'm sending it going. You know, she said in the last two years I've jumped three tax brackets in. She's like you,...

...there's only one other tax bracket out there in the world for you to be in. She said, now here's the good news. That's good. The bad news is you're getting hammered on taxes and and so I'm sitting here thinking, okay, this is good because we're growing, you know, we're showing like we showed like a you know, huge amount of growth in our company. But but here's the deal. I just don't think you and I'm like, well, we got to have a COO, we need a sales team and we need a marketing team and we need to grow this, we need to grow that. Well, then you're right back to you got less profitability. So you just don't you underestimate the cost of how much it cost to go big. Okay, but that's part of the deal. That's part of the deal. So I think one is taking an idea, from my idea to execution, and sticking with it, having the guts to execute it through. I think packaging is a big idea, a big problem I see with people. It's like people have good ideas but they can't package and sell them. They can't pack them in an intellectual property that people can consume. And what I mean by packaging is anything that consumer can feel, touch taste. You know, it's not just one thing. It's one thing to want to write a bookts nothing to actually write one and sell it. M It's one thing I want to start a coaching company. It's another thing to be able to go out and sell people to come get coached every year. You know, it's so. It's so a lot of people. It's one thing to have an online platform, it's all another thing to sell it, because they're telling me that lots of people have these online platforms, they do nothing with them and and I wouldn't pay that much money for mine to sit on the shelf and not push it and sell it. That's the whole reason. We got it, but they said all kinds of speakers and coaches. Just man, they spend the money, they build it and then they do nothing with it. Why? Because they're got a missing structure. They don't have a selling system, they don't have a customer generation concept, they don't have a sales team, they don't have a marketing machine, they don't have a distribution channel. So that's a lot of the problem I see with most companies is you got good ideas but for some reason you can bring him to market. Love it there. You know what, if I could spend the rest of the day in that'St No, I'm kidding, but no, seriously, if I could, I would be that would be incredible. Well, I could, I mean there's nothing stop me. But we could talk about this all day. I've got a gazillion more questions that could be asked and I know these are questions that I get all the time, and so it's refreshing to hear your take, to get some validation to understand that. You know, hey, look, there's people that are listening and watching to this that are getting that breath of fresh air, like that hope reinstalled in them. Oh Yeah, I'm on the right track. It's a journey. It's going to take some time. I'm learning something, I'm gaining on that. I'm that stone that's being polished right now and you know, I think ultimately they'll get to a point where, having applied the things that you're talking about today, it will seem like a light switch to them. I mean even in my own journey I can I can clearly recall the last ten years of grind and Hustle, but then all of a sudden I go wow, it just seems like things really started rolling overnight, you know. So you know, for those that are interested, you've mentioned Your Academy a couple of times here. How can those listener watching get in touch with you? What's the best way to do that? Well, the best way to go to coach Burtcom and when you Click on coaching. This the way I describe and I think everybody people asked. What does a coach do? You know, I get that a lot. What does a coach do? Well, a good coach finds and feels missing structures. I bring missing structures to the equation and so we coach everything on. How you explain your services better to drive up your close race shows, to selling systems, to how to become people of interest, to how to build, maintain and protect your confidence. Tomorrow I'm teaching how to how to scale and sell a company in the first seven years, and so we're that's what a coach does for you, as they're basically giving you guidance and structure and strategy on how to go to the next level. And I believe in ongoing coaching relationships, not a onetime hit. So we try to coach people. Now, let's say you're living out there in Phoenix, Arizona, and you say, look, I really like this guy. I like a southern accent, I like you know, it's a little bald headed pit bull, former championship coach. I like him for some reason and I want to be coached by him. We didn't have a mechanism in place, Michael, to do that, and so we went with coach Michael Bird's total growth academy, which is basically high in virtual training, interactive platform which...

...has all of my content. So imagine getting my program monster producer, which is a one year program in their person of interest, Zeebris and Cheetahs, my selling system. We got a faith in devotional series for people in there that want to start their day off with with their faith and devotion. We got monster operation. So the reason I call it total growth academy is because it literally has something for every person. It's not just a sales platform, it's not just you know, it's really it's really for a person. It says, man, I want to go to the next level and I like this guy, and so that's really what we having the total growth academy, and we're doing the deal right now eighty three bucks a month. I think it's a fair deal. It's one year's worth of coaching for eighty three bug some month. We had a bunch of people sign up this week and last week and you can get all of that at coach birdcom. You just click on you know, virtual live or Hybri if you want to come speak. I'm speaking all over the country as a well, and so you can experience it three different ways, but coach Birtcom is the best place to go. Love it, coach, thanks so much for joining me on the dealer playbook. Hey, thank you, man, you're great. You do you do. I'm very I like your stuff, very cerebral. You think through things. You know, you very well thought out. It's a swag, man. It's the swag right here, man, just it's all the energy pouring into your head. Man, I love it. Thank you for having me. All right, so, some of the things that stood out to me in this episode of a podcast. You heard coach burt say something like, you know, you need a mentor before you get the money, or focus on the money. And I mean we talked about this all the time. There's a new expert, a new you know, trainer, consultant, teacher popping up in the industry like every week. We see them all on facebook. And Look, I'm not saying or suggesting that I think that's wrong. I think people have every right to follow their dreams, goals and aspirations and, like your heard coach bird say, he believes in the same thing right. Like, if you want to learn how to swim, jump into the pool. However, don't pretend to be something that you're not. Embarking the journey of, you know, being the stone that's that's in the river getting polished and be okay with it and do whatever it takes to constantly get yourself to the next level. I'm a firm believer that a small step is still a step and you need to be comfortable with the risk and the heartache and the pain and the grind associated with getting to your goals, dreams and ambitions. If you want to get connected with coach Burt, head on over to the the show notes, triple w dot the dealer playbookcom and I'm going to link you up to his books and to his academy. Should definitely check that out. Until next time, guys, keep the playbook open and dominate.

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