Chap#6 Conversation Mentor

The old way to learn is new again!

Dear Mentee,
Hello, my name is Claude Diamond and I yearned for the success, financial freedom and happiness
that most of us desire. I followed all the rules of the day; I attended excellent colleges and majored
in business, I studied law and received a J.D. (Juris Doctorate). I was employed by Fortune 500
companies. Guess what? I was unmotivated, unhappy and worst of all I was always broke. I had a
good job, but all I got for my efforts were token (very small) raises and pats on the back. My life
was frustrating since all my dreams of wealth were just that, daydreams. I was so frustrated with
my life that I had to do something drastic so I took the path that many of us travel on. I spent a
fortune (that I didn’t have) attending all kinds of real estate, motivational and business opportunity
seminars, workshops, boot camps, you name it. Then I spent even more money buying all types of
self help books and tapes. I literally spent a fortune and I have book shelves full of pie in the sky
motivation! When it was all said and done I was also in debt! The rules of making it big in America
just didn’t seem to be working for me even though I was following the conventional thinking. All
of the above stuff just didn’t work! It’s not that the information is bad, it’s just that short term,
quickie, motivational and gimmicky fixes won’t get you to the bank!

OK, OK Claude so if rah rah seminars, bootcamps and fire walks don’t work what does?What’s
the SOLUTION?

There is a common sense, success method that can achieve remarkable results in a
reasonable time frame and it’s called MENTORING. It’s a way to learn that goes back to the
beginning of time when an experienced successful young teacher (I think Tom Cruise should play
me) would take on a pupil and teach him or her to duplicate/emulate/copy his own success. It’s an
honorable old way of learning that had been forgotten, but has been rediscovered and is new again.
(Thank you America.) Now back to my story. I was down right depressed about my non career at
this point and to top it all off I had trouble sleeping at night because I was always worried about
money. Life was not a bowl of cherries, but I still wasn’t ready to give up and accept mediocrity. I
had the idea that I should try to discover another way to fulfill my destiny, a short cut to success. I
decided to find myself a Mentor, a teacher who had already achieved the success I wanted. I would
listen, learn, emulate and finally succeed someday. I met my first mentor, Max in serene Northwest
New Jersey and he gave me a million dollar education in real estate and business. My life and
fortunes literally changed overnight. Thanks to Max, I was able to start up my own business in
creative real estate and achieve success beyond my wildest dreams. Now it’s your turn to find your
success.
I know of no better way to have the Success you want, the Greatness you deserve and the life you
were destined for than by having a One-On-One Success Mentoring & Wealth Coaching
Relationship. Let me tell you about all the dumb mistakes I have made so you can avoid them and
then let me teach you all the smart things I have learned that allow my family to enjoy a great life.
We live half the year in the Colorado Rockies and the other half in beautiful, warm and sunny San
Diego, CA. (See my addresses below). Mentoring is the smart time honored way to accelerated
learning and growth and to keep the energy and focus on your goals. It’s not for everyone. If
you’re hungry, ready to make changes in your life and are teachable we can accomplish some great
things. Success in all your endeavors

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California Office (January Through May)

Colorado Office (June through December)

Office: (619) 421-4121 Fax: (619) 421-5628

Office: (970) 726-7979 Fax: (970) 726-7999

539 Telegraph Canyon Rd. #145 P.O. Box 960
Chula Vista, California. 91910-6436

Winter Park, Colorado.

80482-0960

Email: CDMENTOR@AOL.COM Website: http://www.claudediamond.com

Member of the Better Business Bureau

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Mentoring To Millions©

Chapter 6- 1

Prelude: Over the years I have had the pleasure of Success Mentoring and
Coaching select individuals from all over the world. They wanted to have the same
success that I found thanks to a Mentor relationship. What you are about to read is
an actual Success Mentoring session that I conducted with a Client/Mentee.

This is an extremely valuable section of my manual. It contains so much hard
information and includes so many excellent questions in a readable and hopefully
entertaining and motivating format.

Thomas, my Client (not his real name) had heard me speak about my Consulting,
Coaching and Mentoring business during a national convention of Coaches and
Mentors in which I was the keynote speaker.

Thomas has worked for Corporate America over 25 years and is sick of it. It’s not
that he has a bad job or anything like that. In fact, many would consider it a dream
job as Tom was receiving a decent salary and benefits, he had a position of high
responsibility and was constantly on the go traveling all over the world. To many of
you reading this it might sound like Tom has a great life, but to Tom such was not
the case. Tom dreaded the traveling that took him away from his wife and kids all
the time. There was also the constant entrepreneurial yearning. Tom wanted to start
a business of his own as soon as possible. He wanted to create a business based on
his years of experience managing others. He had learned so much and he felt that he
had a lot to give. He wanted something that he could be passionate about which
would also give him quality time with his family. Tom wanted to help others and at
the same time help himself. Tom wanted to Coach, Consult and Mentor others in his
areas of expertise. That’s why Thomas came to me. I helped him to develop and
expand his own Mentor and Coach practice.

Note: Prior to us working together, Thomas had completely read my manual
Mentoring to Millions©.

The Consultation

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Claude: Hello Thomas, I have been looking forward to this day for a long time.
Today we begin moving towards achieving your goal of improving your own
Success Mentoring and Coaching Business.

Thomas: Thank you Claude, the pleasure is all mine. I feel like today is going to be a
monumental day in my life.

Claude: That’s the attitude I love to hear Thomas. I would like to begin our
conversation by having your permission to tape record our Mentoring session and
provide you with the tape. I have found that a great deal can be learned by listening
again and again to an informative and motivating conversation.

Thomas: I think that’s a great idea Claude. In fact, I was going to ask you if I could
do the same. Of course, you have my permission. As a side note I appreciate that
you are willing to be recorded and make me a custom audio rather than hand me a
generic tape. This attests to your accountability to your Mentees.

Claude: OK, then let us begin.

(Recording begins). Claude: I'm here today with the illustrious and well rounded
Thomas. Today we're talking about Thomas's Mentoring and Coaching business;
defining it and discussing where he wants to go with it. I sound like I'm on the
radio doing a formal introduction for a talk show!

Thomas: You have that kind of radio voice and it sounds great. Were you ever on
the radio? Oh, by the way, please call me Tom.

Claude: I used to be on the radio. When I was in college I volunteered to be a DJ
on the local campus radio station. You know, the typical college radio station that
kept playing the same five Neil Young songs. I learned some of my public speaking
skills there and they proved indispensable later on in the marketing of my business. I
think we only had a couple watts of power so the transmission could only be heard
on campus.

Tom: Yea, I remember my small New England College had a low wattage radio
station, too. All the hits, all the time!

Claude: OK, let’s get started. Why do you want to Mentor/Coach people?

Tom: I want to assist others to define their personal gaps in their personal life as a
professional Coach. I believe that my lifelong and business experiences could be of
value to others.

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Claude: I like that Tom, but I’ve got to tell you that I like to keep things really
simple. I don't think most people would have understood your previous statement.
In my opinion if you said to them, ‘I'm a Mentor and I will help you define your
personal gap’, I don't really think most folks would have a clue what you're talking
about. I think we get involved in a profession and we assume everybody else knows
what we're talking about.

Tom: I would agree with you. Hearing you say it that way, languaging it that way...
definitely.

Claude: On the top of your newsletter it says, 'Helping people create and maintain
extraordinary, nourishing and balanced lives through coaching'. I think I wrote to
you and asked, 'can you make it simpler or shorter?' I like the K.I.S.S. (Keep It
Simple Sherman) method of communication. Is there a way we could make this
statement shorter and clearer?

Tom: I can begin work on it today. I originally got the idea from a Coach U class.

Claude: I kind of had an idea it came from there. I have a great deal of respect for
that organization and the inroads/recognition they have made for the Coaching
profession. My problem, however, with Coach U and other organizations out there
is that they do too much psycho babbling. No one knows what the heck they’re
talking about!

Tom: Yes, they tend to do that. And I think the larger it gets, the more the
tendencies to become complicated.

Claude: I think they're trying to be all things to all people, and I think that's too
overbroad. I talk to people from Coach U, and a lot of times, I just don't
understand the point of the conversation. They give me these cute little cliché
phrases or a list all the time. They just love lists, but what’s the point?

Tom: Yes! That attracts mainly because, again, it's simple. But, like your point, if
it's not readily apparent to the reader, if he doesn’t know what is going on, then it's
just a waste of words!

Claude: OK, so let’s watch out for buzz words or trendy language and concentrate
on simplicity. We don’t have to impress anyone except ourselves. For our clients
we must become a President Ronald Reagan; a great communicator.

Tom: Claude, you have read my brochures. Do you think I need to have a better
understanding or definition of what I want to Mentor and Coach and who I want to
work with?

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Claude: Exactly! And that’s the way I did it. I defined my business exactly...who I
wanted to work with and what I wanted to do. I sat back and said, 'What's my
passion, what am I really good at, what is it that I want to do? Money and
everything aside, what is it I want to help people with? What is it I can do with
somebody?'

Now, let's list your strengths. You're really strong in business. You help companies
make more money, eliminate waste, become more productive. You can go into your
company's manufacturing plant and probably in one hour, just by sitting there and
watching the operation, tell people 15 to 20 things that are wrong, correct?

Tom: Correct.

Claude: That's real strong stuff! So, you can help people in business...help people to
be more productive. Are you strong in the sales area?

Tom: I'd say I'm average, and that's probably just from a self-conscious type of a
mind set more than anything else.

Claude: Okay.

Tom: When I'm doing what I love, I can definitely kick right into it from the sales
end of things.

Claude: Well, that's a good point. What is it Tom Gaylord loves? What do you
love to do? You know, when you're at work and there's a challenge and you
overcome it, what is it you love to do...your passion? What do you daydream is the
perfect job?

Tom: This is where I'm going to need some help, because I'm all over the board.

Claude: Tom, I can't help you with this area. Only you know what you love. I can
tell you what I love to do. You’ve got to tell me what you love to do. Here's
something to do today in your spare time. You must have a few spare minutes
during the day. I know how hard you work! But, maybe write down -- what is it
you love to do? Do you love to take a guy whose starting a new business that he
was having trouble with and say, 'this is what I would do if I was you'? Do you like
to do stuff like that?

Tom: No, what I meant by 'help' is that I can probably come up with, I think, 20
different things that might be all over the board. Helping a small business person
get a business plan together and get things up and running. It might be helping an
individual deal with either a personal crisis or a personal transition that they're going
through or maybe working with creative people.

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Claude: What would you do with a performing artist?

Tom: I've worked with two people so far that really kicked it into gear for me. One
was an actor and the other one was a newscaster from a local TV station. And in
both cases it was helping them work through their own identity. I mean, not buy
into the whole system of how you’ve got to sell out to become a success and help
them define what it is that they were good at. Exactly what you're doing with me.
Get more focused.

Claude: So they had a conflict...a conflict of consciousness or doing the right thing
verses making a buck?

Tom: Correct and from a personal satisfaction standpoint, I really enjoyed those
relationships. On a personal level you got close to them, but on a professional level
you were able to significantly help them see the bigger picture and get clearer with
who they are.

Claude: That's good, you like to work the personal side with creative folks.

Tom: Correct.

Claude: Okay, we've got one thing for our list now. You like to help people help
themselves get over things, especially in creative areas. How about the business
side? That’s an area you've got a lot of experience in.

Tom: Yeah, from the analytical side, probably overkill. But, like you were

saying before, it would be looking at a business process and then taking it apart.
Not from the negative side, but by asking all of the questions, ‘what happens when
this happens, what happens when that happens, who does what, when, how?' Being
able to depict it. I do this well, but I don't know that I like doing it full time. And
that's just being able to draw a process slowly and not a procedure mind you, but
just the basic steps that, say, the person behind the counter would have to follow in
order to accomplish a sale or perform a basic function. I'm able to kind of go
logically through that and pick it apart so I can find where those gaps are or
redundancies or what have you.

Claude: I see that as a real strength, but I don't see that as your priority. You really
like working with the personal problems of people -- making their lives more
fulfilled, making it where they feel good about what they're doing, helping to
motivate them, helping to get over problems of consciousness... as opposed to
working with business people.
Tom: Correct, and another point is, what really appealed to me about the Coaching

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Chapter 6- 6

and what Coach U promotes is that it's the distinction between a consultant verses a
coach. It might be psycho babble mumbo jumbo, but what connected with me is
that you're not giving the person or the business the answers. You're helping them
find them. I really want to become a professional Coach.

Claude: Well, I'll tell you something...I prefer to use the word 'Mentor' rather than
‘Coach’.

Tom: That's kind of what attracted me to you to begin with.

Claude: I see 'Mentoring' as the composite of many things including Coaching.
Coaching is necessary to help motivate people, to help them help themselves, help
them find their own answers. I'd also say Consulting...sharing information, specific
information, in areas that I'm knowledgeable in, just like you're very knowledgeable
in your particular areas. I mean, there are going to be people who need your
specific knowledge. So, you will be Consulting with them in those areas possibly.

Tom: Correct, I guess I didn't phrase that right.

Claude: And then over all, those two skills combined, Consulting and Coaching, and
also sharing your personal, financial and business successes, is called

‘Mentoring’ in my opinion. Let me ask you this, wouldn’t you rather work with a
Mentor than just a Coach?

Tom: Yes, I agree completely. I don't know if you noticed, but I never asked you if
you attended Coach U.

Claude: No, I never attended Coach U.

Tom: I purposely didn't. I made the assumption just based on the way you speak
and write that you hadn’t. Your concepts and material are so original.

Claude: Thank you, but what I have learned in Mentoring, Coaching and Consulting
comes directly from my own years of experiences and from my own Mentors, of
course.

Tom: What do you think of their (Coach U) writing and materials?

Claude: Honestly I don't like their materials. Snore city! Let me elaborate on that
answer. I've read their materials and then I would sit back and say, 'Gee, what did I
just read?' I just don't understand what I read and I have a pretty good
comprehension in reading. A lot of times I felt that their materials were just too
overbroad. I think you need to really focus and they just don’t do that. They’re all

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Chapter 6- 7

over the map. We need to really focus on not being all things to all people. We
should specialize in certain areas, grow and become more proficient in those areas.
Coach U seems to be too much touchy feely, too much overbroad and not enough
pragmatic business sense.

Tom: Yeah, in the areas where they have definite business suggestions in terms of
cutting costs and things.. it's still on the general scale. It doesn't equip people for
really going in and helping pick apart a business to help the business owner.

Claude: Exactly. There are two things that are very important. The first thing is
that Tom Gaylord do something that he's passionate about, that he enjoys. That'll
ensure your success right there. And the second thing that's really important is, we
have to get to the Gaylord National Bank. If Tom does not make money, it doesn't
matter how much you enjoy this, how much you help other people. You can't
grow and you can't help other people unless you can take care of your family and
your financial needs. This is an area I'm very strong in and this is something we're
going to work on a lot. By the way Tom, did you get the Niche Marketing book I
sent you?

Tom: Yes, I think I'm on page 35 or so. I just started reading it over the weekend.

Claude: We know you love Coaching and Mentoring and that you want to get into
this part time, and eventually, make the transition to full time. The way that is going
to be accomplished is by defining what you can do for people and getting the word
out that you are a coach and a great coach at that. We have to raise your credibility
in the marketplace so people say, 'hey, I've heard of Tom...he writes that newsletter,
I heard him speak, he returns my phone calls, I read an article by him'. We've got
to raise your visibility in the marketplace. And here's the thing about coaching and
mentoring or all these words together -- the more you do it, the better you'll get at
it, Tom. And as you do it, you'll learn and you will become more confident and
more self sufficient. So the way to become a really good Coach and Mentor is to
just do it. Get out there and Mentor, Coach and Consult. We've got to get the
word out, and I think the best way to start is with this newsletter of yours. And I'm
really glad that you put your name all over the place with your phone number.
That is great! How long did it take you to do this new newsletter?

Tom: Probably about two days.

Claude: Okay, great!

Tom: Total hours, about two or three. I write pretty quickly. I took to heart your
last e-mail here. I've got a copy in front of me.

Claude: So do I! You caught me at the right moment at the right day. I felt like

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really writing a lot and I thought I'd put some good thoughts down at once.

Tom: I appreciate that.

Claude: I think we’ve really got to promote this 'Newsletter'. Disagree with me if
you like, you changed your title to, 'Helping people finding the greatness within
them.' I like that! That's better.

Tom: I didn't spend a great deal of time on it, because I didn't have it at the time,
but I wanted to change it. After you wrote it out that way, I was reading it going
'G-d, what does that mean?'

Claude: It was a little too long. I'd like it so eventually, when you want to do a

T-shirt or a business card, you could put this one right on there. 'Helping people
find the greatness within themselves', that's right to the point. That's what you want
to do, isn't it?

Tom: Exactly. And so, the logo as well, that my friend has drawn, I'll definitely put
that on there.

Claude: Yeah, it's good! Leave it in there, that's good luck! I'd put that on there
and you've got a good first page here. Now, I want you to write success stories in
your newsletter. You're working with a couple of people now, right?

Tom: Right now one, but I have some that I have worked with which I could
document.

Claude: Tell me a couple success stories with these people. Tell me in one minute a
problem they had, how you helped them to be more aware or to focus on this
problem to overcome the problem, or at least make some progress. Tell me a
success story, motivate me. I have put you on the spot here, but that's okay, we're
just two friends talking.

Tom: That's okay. Here's one that is probably in alignment with me. I've got a
friend here that I began Coaching with, probably about a year ago. He's a small
business owner...owns a video production company. He's got tons and tons of great
ideas and what he tends to do is start them all off simultaneously and hope that one
of them catches fire and takes off for him. He has absolutely no business plan. He
had general ideas about how to grow his business, but he was not sure of himself
and how to orchestrate or properly execute a plan. He had a vision for some key
areas of focus for his business. So I helped him through many strategy
brainstorming sessions, identify what the key nuggets are of his business or key
components. Then project out for a year to five years, as to how we'd like to grow

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Chapter 6- 9

them, in what proportion and what is the base part of his business. He's got a tape
duplication part of his business, as well as a production company, as well as a
distribution company for prerecorded videos for the business sector of hospital
maintenance and management. So I was helping him identify, first of all, that he
was kind of in a quagmire with too many things, and that he needed to get more
focused. He needed something in writing to help him stay focused.

Claude: Excellent! Excellent coaching.

Tom: And then within probably four months time, he had the first leg of his

business accomplished, as far as the tape duplication part of his business. It became
the primary revenue draw for his company in little or no time. And it required the
least amount of his effort. So it didn't suck up his time for growing the business
even more. He had some good luck with that and realized, 'hey, I just freed up
30% of my time and this thing can run itself, virtually, if I train somebody’. He did.
And he could focus on the other components of his business, which he is in the
middle of doing right now.

Claude: Excellent. So, you helped him to get focused, you helped him to get a plan
together. He knows the road that he's traveling on now, to use a metaphor. He
was all over the place, and you got him to think about what he wants to do, where
he wants to go. Has he gotten any results as a result of your coaching with him?
Has he seen some productive results in terms of his business or what he's making?

Tom: Yeah, financially I believe it was that part of his business that he really targeted
first and focused in on that was up 30%.

Claude: All right, that's what I wanted to hear! I wanted to hear what you did, how
you did it, and the result. And that's what you need to do in your newsletter. If you
wanted me to coach you, what's going to make me attractive to you? You have to
have success stories. You have a guy now, that you worked with and in what
period of time did it take?

Tom: Say about three or four months time.

Claude: So, within three to four months time, this man had a 30% increase in
business, and he knows where he's going. Do you realize, 30% increase in three,
four months...that's phenomenal. That's what you should be telling people, about
how you can help an individual to get a plan to increase their business to make
more money. And what you might want to do, this is what I do with my success
stories, I ask my clients 'Could you do me a favor? Would you write me a letter
about our time together, what you've accomplished and everything? I'd like to put
it in my next newsletter, or I'd like to use it as a testimonial for my business. Would

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Chapter 6- 10

you mind doing that?' What do you think they normally say?

Tom: That they are more than willing to help out.

Claude: Exactly. All you have got to do is ask people, it's amazing! And a lot of

people, who are trying to grow their own business, love to have that kind of
publicity. Especially in my newsletter, which has grown over five years or so, it's
really grown to a high readership. What I think you need to do, is get in the habit
of asking your clients with these success stories; if they could write a little letter. A
testimonial letter maybe, to help motivate other people. And to also help your
business grow, as a personal favor. Ask their permission also, to put it in a
newsletter. Like the front page of the Laser News, ‘One-on-One Coaching helps
business man to increase his profitability by 30%!’ That's too long. The headline
should read ‘30% increase in business, thanks to coaching.’ Now that's a front page
title, isn't it?

Tom: Yes, that’s much better!

Claude: What happens when people read about how they can increase their business
by 30%?

Tom: They want some of it. Claude you’re a genius! But how would I speak to
someone who called me?

Claude: Let's role play. 'Hello Tom, I just read the latest newsletter that you e-
mailed or snail mailed me. Is that really true, you helped this man in his business to
increase it 30% and create higher profitability, all with a functional business plan?'

Tom: It's true...absolutely true!

Claude: (Role playing.) ‘You know, my wife and I, we have a little Mom 'n' Pop dry
cleaners and we work really hard...we're all over the place with this thing. We're
doing coupons, signs, and stuff and I think we need some help here. I need to talk
to somebody about how to get a plan going for myself to make this business more
profitable. We're working really hard, but all we've gained for ourselves is a job. I
had this before when I worked for somebody else. I want a business that I can
make enough money so I can enjoy life’.

Tom: Do you have good vision of where you want to be in, say, the next year to
five years ?

Claude: ‘I want to get the business so I can pay off a lot of debt, so I can start a
savings plan, so that my wife and I can sell the business in ten years, and possibly do

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Chapter 6- 11

something else. I want to have enough of a nest egg and right now we're just

treading water. We'd be better off working at MacDonalds™, with all the hours
we're working.

Tom: That's one of those experiences, when a business person such as yourself is
struggling with maintaining the day-to-day business, paying the bills and trying to
save for the future, that they're so focused on the present, they barely have enough
time to devote to the future. So, where I could help you is to disengage that
treadmill you're on, even if it's momentarily, but it would give you a foothold to
control your business in at least one area. It would give you a little bit of strength to
take some time to grow even further from that point.

Claude: Outstanding, very good! I like that...deal with the future part. That's
excellent. Let's keep role playing. ‘You know, Tom, I'm a little curious. How
much would this cost, how does this program work?’

Tom: Good question!

Claude: Okay...we need to talk about that. That's why I brought it up.

Tom: Yeah, I've kind of gone back and forth. I need to talk about it with my wife
here.

Claude: You and I can talk about this, too. I can tell you what works for me.
Before we get into that, I don't want to jump around to too many different places.
You can agree or disagree with me, but I think the way you're going to make your
business grow, is by people reading about what you can accomplish for them. Who
are our clients, Tom? Who do you want to work with? You want to work with
business people? You want to work with people who need help in their life? You
also want to work with some people who want to become Coaches, Consultants or
Mentors eventually, right ?

Tom: Yes.

Claude: That's great, isn't it? That's a nice big, broad market place, right?

Tom: That's huge.

Claude: Right. What is an article about attraction going to do to get people to pick
up the phone to call you?

Tom: Well, let's see here.

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Claude: I'm looking at the new newsletter you did.

Tom: Yeah, I just pulled it out myself.

Claude: And, I like this article. I'm not being critical here. I like this article. But my
question is, does it belong on the front page? What do you want this newsletter to
do?

Tom: Well, two things. One, that they learn something more about themselves
which can help them immediately, that there's some initial benefit. Okay, it's not
just selling. And then secondarily, that it’s enough to hopefully create the urge to
pick up the phone.

Claude: That's what I wanted to hear! There's only one thing this newsletter is for.
For people to pick up the phone. Because if people pick up the phone, you can talk
to them, they can see the quality of your character, your integrity. They can learn
more about your program, then you're selling them indirectly. You can't sell people
if you can't speak to them. You're just using the newsletter to open the door. And
that's what it's about. The newsletter is for making people pick up the telephone.
That's what it's all about. I want you to keep this article, but I would love to see on
the front page, nice letters, about a success story. I like success stories, and I’ve got
to tell you something, it made my business grow and grow and grow. Don't you
love reading success stories about other people?

Tom: Yes I do, it's inspiring.

Claude: Right... rags to riches. Horatio Alger stuff. I love that and everybody I talk
to loves that type of motivating story. I love hearing stories about a guy who's on
his butt, and someone came into his life, influenced him and today he's a millionaire.
I love to read about a guy who has just resolved his family problems, he had trouble
communicating with his wife and kids, and then all of a sudden...Wow. Now he's
got a great family, they do things together, they've realized their problems and have
overcome them. I love success stories! And you know what? If you and I love
'em, everybody else does, too.

Tom: Sure.

Claude: And if I read a success story about how Tom Gaylord helped people,

financially or personally, I'm going to pick up the phone and call you for more
information, Tom.

Tom: Okay, point well taken.

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Claude: This is good marketing! I read all these articles from all these other coaches,
and they write their lists and they write about marketing ideas and this and that.
But, you know what? That's not what's going to get people attracted to
you...attracted enough or curious enough to pick up the telephone. You're basically
giving a free information service. We need to entice people by telling them about
successes; your successes. We can also talk about failures too and what we learned
from them, by the way. We can be deadly honest with people, they love that
tremendously. I tell people I like to share with them all my failures as well as my
successes. They respect that. My Mentor shared with me a lot of his failures and it
helped me to avoid repeating his mistakes. So I think on the newsletter part, I
would love to see a front page with some kind of success story. Think about the
people you've worked with or use the story about the man who increased his
business 30%. Let's put that on the front page. I would not use his last name, just
his first name. Let's put success stories in this darn thing.

Tom: Yeah, that's a great shift.

Claude: But keep the articles about your family and keep all these other things in
there. Keep the attraction article...all these things in there. Maybe you want to also
add some quotations, some success quotes or some of your favorite quotes. Put
little things in there...make it interesting. If you're going to publish this and also
mail it to people, I think you need to make this very readable with a lot of little
things. Did you ever read Mad Magazine as a kid?

Tom: Yeah, a long time ago.

Claude: Do you remember how, as you went through it, there were all these little
cartoons. Little, bitty cartoons on the bottom and stuff all over the place?

Tom: Right, no wasted space.

Claude: No wasted space. Wasn't that the most fun and creative magazine to read?

Tom: It was different, yeah.

Claude: It was different, and they used everything and had these little cartoons all
over. And if you ever read The Bottom Line or Reader's Digest, what do they
have all over? Even though they have articles, don't they sometimes have little
quotes or little things around the dead space?

Tom: Yeah, it's packed.

Claude: It's packed. I want to make it so that people say ‘man, I can't wait until the

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next Laser News comes out. I love reading that’. Put in your wife's favorite
oatmeal cookie recipe. Be a little eclectic. It doesn't have to just be about coaching.
That has to be the focus, but let's make it readable and entertaining. The worst
thing in the world is to bore people. I get people who send me their forwarding
addresses for my newsletters and they can't wait to get them. It's a free newsletter
at that, but they like reading it. These people pass it around and eventually become
my clients. I love using the newsletter as a major focus for this. By the way, I'm
going to do another disagreement here with Coach U, I know Coach U’s focus is
entirely on the ‘interactive’ or ‘virtual’ office.

Tom: You mean as far as just being able to do it anywhere at anytime?

Claude: Anywhere, anytime and focusing exclusively on e-mail and the Internet.

Tom: In addition to phone work, yes.

Claude: My problem with that is, a lot of people still do not have a computer, and a
lot of the folks who do own a computer don't know how to go on the Internet or
use e-mail yet. You work for a company where the majority of the employees are
over 35 correct?

Tom: Predominantly and older.

Claude: I wonder, do they go on the Internet and check their e-mail every day
religiously?

Tom: That's a good question. I don't know.

Claude: Well, a lot of people do not. That was my point. And that's why it's
important to send a hard copy of the ‘Tom Success Newsletter’ to people, not just
e-mail it to them. I do both. I send hard copies to everybody who wants one
mailed and I also e-mail it to them at the same time. Do both. The problem is, a

lot of people do not get e-mail, or do not know how to use it. And if we exclusively
look to market, to just the 'virtual' community, we're missing a whole lot of people
out there!

Tom: Yeah, I think so, too.

Claude: And I noticed that Coach U focuses so heavily on that 'virtual' type office,
but we're still not in the 21st century! You're excluding a lot of people.

Tom: I think they realize that in terms of trying to get the international folks on
board, they were pushing that and then they realized...they're dead in the water. A

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far greater proportion of people internationally are not on e-mail, and they were
excluding themselves deliberately by insisting on that.

Claude: Yeah, we have to be a little bit broader in our marketing. That's why, when
I saw the 'Tom Newsletter News', this is why I'm talking so much about it today. I
hope you don't mind.

Tom: Not at all.

Claude: I think you write a nice newsletter. More can be done to 'jazz it up', as I
would say. Make it a little more attractive, a little more readable...little quotes, little
more success stories in there. Maybe you even want to make it into six pages
instead of four by the way.

Tom: Okay, that's probably where my biggest issue was...not knowing how much to
put in and the size of it. So, I just automatically and arbitrarily limited it to four.

Claude: Let me ask you something, Tom. When you were interested in coaching,
were you as thirsty as a man in the desert looking for water, for information?

Tom: Yeah, you could say that.

Claude: Weren't you searching the Internet, calling people? Have you ever been
really hungry for information in a particular area, and you tried to get everything
you could on the subject ?

Tom: I have.

Claude: Okay, I think you can put some more content in. If you want to stay with
four pages right now that’s okay, but I think in the future I'd love to see you get to
more, maybe even six pages. And I wouldn't want to see so many gaps, like on the
front page there. Put a little more content in there.

Tom: I wasn't indicating I didn't want to do more than four. I was just kind of
laying out for you, how I got to where I was.

Claude: Well you've got a great start here, I like the way you write. And I like that
you talk about your family. That's good stuff. It’s honest and sincere.

Tom: Thanks Claude that was great advise about my newsletter, but would you
mind if I changed direction slightly?

Claude: Go for it. I am here to help with anything I can. That’s what Mentoring is

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Chapter 6- 16

about.

Payment Alternatives

Tom: I have had people call me who wanted my services and asked if I accept the
major credit cards. I checked with my bank, but they didn't like the idea of my
newly established corporation.

Claude: What do they ask you Tom?

Tom: What they do is ask you how long you've been in business as a corporation.
This usually knocks me out of the water with these banks.

Claude: You might want to do it as a soul proprietorship for right now. That means
you're personally liable, but that way you get through the credit check and
everything quicker.

Tom: Could we discuss the advantages of setting up a Corporation in a different
state? Do you have anyone you can recommend?

Claude: Okay, remind me we can talk about setting up a Delaware or Nevada
Corporation. I have a company I do business with which can set you up in any state.
I can give you the 800 # later for a free packet and information.

Tom: OK.

Claude: So you are not at this point providing any alternative means of payment for
you clients?

Tom: No, I'm not.

Claude: Tom this next part is very important! 50% or more of your future clients,
coaching clients, are going to want to use some type of major credit card.

Tom: That's a little easier than doing the checks for sure.

Claude: Actually, I prefer checks because you get to keep the entire amount. With
credit cards, you have to give up 1.69% to 5% of your sale. Very costly as
compared to a check. However, it's the way business is done nowadays. You get a
lot of people who are seesawing between, 'do I need you or do I not need you'?
And the thing is that if they can use a credit card right away, sometimes you can
(part of this is selling) have an impulse purchase.

Tom: Sure, immediate closure.

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Chapter 6- 17

Claude: And that's nice. I had a gentleman this morning who called me, gave me a
credit card...we're done. Rather than wait for a check and everything, I put it
through the terminal and it's been deposited to my checking account. I'm paid in
full for a full year! That's nice.

Tom: That's wonderful.

Claude: That's the name of the game. And that's a convenience to your customer
also. Because many of them want to do it on credit cards so that they have a
record for their taxes and so forth. Now, something very important, as long as
we're talking about this. If you are going to be using credit cards, very important,
you don't want to be working with someone and give a lot of your time,
knowledge, energy and information...and then they file what is called a ‘dispute’.
The consumer rights are extremely important. My personal feelings are that my
time, knowledge and effort are valuable commodities and they're highly proprietary.
It took me a long time to get this rich and this good looking. I don't want someone
filing a dispute after I've shared with them my hard earned information...my school
of hard knocks if you will. You need to utilize my contract or develop your own.
You should use a contract that says that this is a nonrefundable Consultation and
Mentoring session. The contract should be signed, they should have a copy and you
should have a copy. Also, with any

credit card sale, on the sales slip it should read ‘nonrefundable consultation,
coaching or mentoring session’...whatever you're comfortable with. And they
should not only sign the slip, but it should be initialed next to the word
‘nonrefundable’.

Tom: Is this a form you send out when people pay you by credit card?

Claude: Yes, when someone pays me by credit card -- this is my model -- I
overnight them a contract, a client profile, and the credit card sales slip, which
you're familiar with. You know those little ‘Post-its’ where it says, ‘sign here’,
‘initial here’.

Tom: Right.

Claude: 3M™ makes them...they're wonderful. You yellow highlight on the sales
slip, for instance, where they're supposed to sign on the bottom and where they're
supposed to initial and you put ‘Post-its’ next to it. You also give them a contract,
and it's yellow highlighted where they're supposed to sign. This is the Perry Mason
in me speaking now, okay? I'm putting on my legal hat now, but I want to see you
protected, okay? Unfortunately, there are people out there who might take
advantage of you and your time. And it's a pretty lousy feeling, working with

Mentoring To Millions©

Chapter 6- 18

someone, and then having them file a dispute and having the amount that was put
on the credit card debited from your account.

Tom: Ouch, yeah!

Claude: I feel that if I'm up front and honest with people, I demand a commitment
from them. My feeling is that the information I'm giving them is proprietary. So if
you're going to use a credit card, I don't want to beat this horse to death, but it
should read ‘nonrefundable’ on both the contract and the sales slip. In the event
that they try to file a dispute, you just have to send the paperwork to the credit card
company and your account will be recredited. They can dispute it, but if you send
the credit card company the sales slip and the contract that says nonrefundable, and
it's been signed, initialed and dated -- date is very important to make it legally
binding -- they will recredit your account. This is because you told them up front,
you disclosed that your information is nonrefundable. Now, this is based on my
years of experience, Tom. I had people in real estate, when I was doing this, who
took advantage of me a couple times. And I did some research with several credit
card companies and banks, and they said this is the way to protect myself. And you
know what? It works! So I just

wanted to share that with you.

Tom: Thanks! Is that something that's a hard and fast rule with you, if they refuse
to sign something?

Claude: I'd rather not work with someone who cannot make me a commitment.
I'm at a point where I have people who want to work with me, I can pick and
choose who I want to work with. But I ask for commitment, I just don't want to
deal with the situation where I worked very hard with somebody and then they filed
a dispute. I just want to let them know up front that my time is valuable, that my
knowledge and energy are valuable too, the information I'm giving them is
proprietary and this is a nonrefundable program.

Tom: That helps me realign myself then. I was thinking of pricing in terms of
monthly payments...a monthly fee, so that at their discretion, they could drop
whenever they wanted to. That is kind of along the philosophy lines of Coach U. I
can understand where you're coming from, which is...if there's a level of
commitment and you're willing to buy into your own vision saying ‘I want to close
this gap or I want to improve or I want more’. And what's wrong with that?

Claude: The problem I see with monthly payments is that it shows a lack of
commitment. How do we work with somebody sincerely, on a long term basis, if
we're constantly focusing on waiting for a check from them every month? It gets in
the way of getting down to business and building a long lasting and trusting

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Chapter 6- 19

Mentor/Mentee relationship.

Secondly, if we don't get the money issue out of the way how can we concentrate
on the client. My feeling is that if the money gets in the way let’s get rid of it. I like
one year commitments from my clients. I think I can do a lot with them in one
year.

Tom: It also forces me, I'll take it from a personal standpoint, to look longer term.
We all get caught up in this month to month paradigm of everything, not just with
money, but with your own affairs. It's really tough to break out of that. That kind
of freed me up to just look at, ‘Okay, I've got the next year’.

Claude: I like that. I like that one year commitment and I also like getting that one
year check, up front. Now, having said that, you can also do a month to month
program. There's nothing wrong with month to month, but I would go

for at least a minimal commitment of three months paid up front, or three months
with automatic credit card debits. I don't like waiting for checks. I've been in the
real estate business for years, so I know about tenants paying on time and I have
learned a lot from that part of the business, which I have applied to this. The only
way I'm going to get paid on time is if it's put on automatic pilot, or if I create a
tremendous incentive. So you might want to have a four month program and then
if they pay you the first three months on time, the fourth month is free. Provide
them with self-addressed, prestamped envelopes and tell them, or put in your
contract, that if they pay you on or before the first of every month, they will get the
fourth month for free. Do you think there's an incentive there?

Tom: Yes, definitely.

Claude: What happens is a lot of people get interested in coaching, they want to
work with you, but after the first month or so, they're not as excited about it. We
both know that Coaching and Mentoring work on a long term basis, not on a short
term one.

Tom: That definitely shifts them to looking at it longer term.

Claude: So what we want to design for you is something, maybe monthly, but with
different packages and programs. Or, a full one year program, which I prefer
frankly.

Tom: Well, you've got me leading in that direction. With everything you've just said
about merchant status and seeking payments and waiting for checks. That just
eliminates that as an issue.
Claude: Now, if we get people to commit to one year programs, we can still set up

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Chapter 6- 20

the monthly payment plan, can't we?

Tom: So, you've got the flexibility, but still the commitment.

Claude: That's right. And the thing is, we could set it up with either credit cards or
prestamped envelopes.

Tom: Correct.

Claude: I then send you a cover letter and you receive prestamped envelopes with

the dates on them. I made it very easy for you, right?

Tom: Definitely, yes.

Claude: Okay, that's the way you do things business like. I think it's very important
you get the merchant account status, too. It costs you nothing, except getting a
terminal, which is about $250.00.

Tom: And you set that up in your home office?

Claude: You set it up in your house, or if you want to go even simpler, you might
just go to your local bank and see if you can get one of those ‘knuckle busters’.
And that way you don't even have to pay for the terminal. The terminal is a
convenience that you might want to get later on. Right now you might want to just
use a knuckle buster, send the slip to the client and then they send it back to you. I
do it via overnight mail and put a return overnight envelop in there, all prestamped.
I make it real simple for them to do business with me.

Tom: That's certainly going the extra mile. That's a big difference.

Claude: Yeah, so you might want to start with one of those little sliders before you
go to a terminal, which costs money. I'm trying to keep your overhead down in
the beginning. The newsletter is what you want to market and get that thing out to
people.

Marketing Thoughts

Claude: You also want to start collecting these testimonial letters from the people
you work with. This is the way I do my marketing...I send people an initial
newsletter. Then when they call me back and the second call is the most important,
we send them more information. I send them articles and older newsletters that I've

Chapter 6- 21

written. I made a video tape of speaking engagements. I have a stack, I send
usually about 30 or 40 testimonial letters from people I've worked with, so that
they're comfortable working with me. Is that necessary everytime? No. But I
think the more information you send to people...you've got them on a long rope and
you're bringing them in slowly. I believe in relational selling. The longer they get to
know the content of your character, your personality, how you can help them...the
easier it is to sell them. Sales is

very important in establishing a Coaching /Mentoring business.

Tom: Most definitely. Relationship is everything.

Claude: Relationship is everything. We've got to sell Tom before we sell anything,
don't we?

Tom: Definitely.

Claude: There are plenty of coaches out there, aren't there?

Tom: The field seems to be growing in leaps and bounds.

Claude: That's right. That's why we need to sum up what we've talked about this
morning. We want to focus in on who our clients are, what is it that we have to
offer them -- how can we help people, either personally or in business. I want to
make it really simple...personal and business. How do we communicate to people
that we are out there? We have to do our newsletter, through e-mail and hard
mailing. And we want to make this newsletter just sing out about the success stories
we have, not just give information. Do you get those e-mail newsletters all the time
from Coaches?

Tom: Sure all the time.

Claude: There are five or six people who have newsletters that they send out every
week. I’ve got one word for them...Boring! That's not what's going to get me to
pick up the phone. I want to read success stories. I don't want to read another list.
I don't want to read about how to set up my accounting system and the like. I want
to read about how having a Coach and Mentor is going to help me. What is it
going to do for me? Is it going to make my life better? Am I going to make more
money? Is it a business opportunity? What's it going to do for me? The problem
with all these other people and yes, I am being critical, I think they're over broad in
their marketing.

Tom: Claude, slight deviation. How about that coach who charges $50,000.00 per
year. What are your thoughts?

Chapter 6- 22

Claude: That's great. And I know he'll get at least one client every two years. If I
called him up today and he told me he's the best thing since sliced white bread, and
I said, ‘Fine, give me five people who've taken your $50,000 program’.

What's his answer going to be to me Tom?

Tom: I wonder. I don't know that he'd share it, that's for sure.

Claude: Okay, why would I want to do business with a guy who's lying? Why
would I want to give the guy $50,000? The only reason I'm going to give
somebody $50,000 is because they're going to give me a million dollars in value. If
you ask me, ‘Claude, why am I going to pay you $50,000’, I am going to say the
following to you. ‘Tom, I am going to show you how to make a six or seven figure
income’! Now that's value! I don't know what this guy has to offer. I think it's
some kind of a gimmick to get people talking about him, and maybe in that sense
it's worked very well. My feeling is that the name of the game to becoming
successful is to have multiple streams of income.

Tom: Thanks, Claude. Now what kind of goals should I set for myself at this point?

Claude: I was just thinking about my goals with you, what I want you to do. I want
to see you get a new client for an annual fee, in the next 30 to 60 days. We can talk
about your fee and things like that. But I want to see you get at least one new client
in the next 30 to 60 days on an annual contract, for at least $2,500. How's that
sound?

Tom: Sounds excellent.

Claude: Then, how about in the next 30 days, you get two clients? Now you've got
$5,000 coming in every month, right Tom? This will only occur, however, if you're
consistent.

Tom: And it's building, yes.

Claude: Now Tom, what if we get to a point, maybe a year from now, where you
work with four people a month? Not 40, four. And you're taking in $2,500 dollars
per person. That's $10,000 a month. Now you're talking a $100,000 income. You
wanted your wife to stay home, so you need to replace $80,000 in income, right?

Tom: That's correct.

Claude: That means within the next 12 to 18 months, we need to get you to a
point where you're averaging at least three clients per month at a flat fee of $2,500

Chapter 6- 23

plus. Do you like the way I'm talking?

Tom: Yes.

Claude: I sounded like a New Yorker just now! I said ‘tawking’.

Tom: Yeah, I caught ya! I'm a New Yorker, too!

Claude: Okay, $7,500...that's three clients a month, times 12 months, is $90,000. I
gave you a ten thousand dollar raise the first year, Tom.

Tom: Thank you, that's excellent!

Claude: This is where I also disagree with some of the established Coach and Mentor
organizations. I don't want to hear about how many clients you have, I want to
hear about Tom going to the Gaylord National Bank!

Tom: That's much more motivational.

Claude: Well, it's smarter, too. Isn't it easier to work with three or four people per
month, new clients and get yourself organized. You set phone appointments or you
leave it fairly open -- we can talk about that at another time -- where you
communicate on set appointments or e-mail with people and get four clients a
month, rather than trying to get 40.

I'd rather get one good client, like you and I. I enjoy working with you. But I'd
rather work with one person at a time, in fact that's the motto of my company,
‘Success, one person at a time’. I'm not worried about getting 200 people, although
we do get quite a number of clients for our business. I'd rather work with one
person at a premium fee. You know what, Tom? You give people good value, you
help them solve their problems and you can charge whatever you want. It's a
question of value here. I like to get away from that hourly thing. I like to charge a
flat fee. We can arrange financing through e-mail or something and set it up for at
least a one year program. That's my model, and it works very well for me. And it
has helped us to develop this into a seven figure business.

Tom: That's excellent. One thing before we go, about building the potential client
data base. I'm trying to figure it out as best I can. I've got the newsletter completed
and it's ready to roll. Where does it go? How do I get the e-mail

addresses and those sorts of things? How would I build a data base?

Claude: Early to bed, early to rise, work like a dog and advertise!
You need to get the word out. You need to advertise. Low cost newspaper and

Chapter 6- 24

business opportunity type ads. In fact, there are many on-line organizations and
newsletters that will let you place free ads. They have a market place. They call it
an ‘interactive mall’.

Tom: Yeah, but it's mostly just to other Coaches.

Claude: Tom, do you think you can take some of the information that you and I are
talking about today and help other people, the same way I'm helping you? You
have something to offer them. What a great way to learn, by teaching others to
Coach, Consult and Mentor. You shouldn't think about just working with your
specific clients who need your information and personal skills. There are many
potential and existing Coach/Mentors who want to either get into this business or
improve their existing skills and profits. This business presents to many the perfect
home business opportunity.

I want to get you a little broader and a little wealthier. You need to get the word
out in any way you can that Tom is a Mentor and that he can offer a great value to
his clients.

Tom: How about public speaking? Do you think that would help my business get
into high gear?

Claude: You're a business man...you do a lot of presentations, conduct business
meetings and so on, correct?

Tom: I have no problem with that at all. My challenge, where I could use some
help, is choosing the arenas. I guess there's the noon time luncheons, I don't know
about weekends.

Claude: You could speak at different organizations. Chamber of Commerces have
meetings once a month...luncheons. They're dying for speakers. And you travel a
bit. You could schedule this while you're working your other job. Couldn't you
take off an hour in the middle of the day and give a half hour speech about how
Coaching and Mentoring has helped your other clients.

You could say something like this. ‘I have a free newsletter that I would like to
offer this illustrious audience and if anyone has any questions, to please call you any
time to discuss the program. We accept all major credit cards and financing is
available. I will be available to answer any questions after my presentation or you
may call me at 1-800’, etc.

Tom: How do you rate the importance of public speaking in terms of my business
growth and development?
Claude: Essential! I wanted to talk to you about this. I didn't know exactly how you

Chapter 6- 25

would feel about it. For me it was a very hard thing to do, but I learned it. I'll tell
you something Tom, nothing else gets quicker results than public speaking. Are
you OK with this marketing concept?

Tom: I have no problem with it at all.

Claude: Good, I want to hear about a speaking engagement in the next 30 days.

Tom: Well, I have one in February, but that's not close enough.

Claude: That's right, I'm going to challenge you. Do you think you can schedule
something in the next 30 days?

Tom: I certainly do.

Claude: Good. I want you to tape record it so I can hear it. I want you to practice
it and make it a good half hour speech about the benefits, the advantages of having
a Coach/Mentor or becoming a Coach/Mentor. I want you to tape record it, I want
you to have copies of that tape made, and I want you to also send it to your
potential clients. Make sure the tape has your company name, address and 800 #
on it. At the beginning and end of the tape, be sure to mention your free newsletter.

Tom: Wow, okay. Excellent. This is great stuff. How come I never heard things
like this from the Coaching University?

Claude: Ever hear the expression ‘those who do, just do’! Those who can't teach,
have seminars!

Tom: (Laughing.) I don't think I ever heard it put exactly that way.

Claude: I just made it up. The point is you can only learn from a source that is or
has practiced Mentoring/Coaching and is successful at it. The world is so full of self
proclaimed Gurus yet they are difficult to reach and when you do they offer little in
credibility!

My favorite little phrase is ‘don't take advice from a guy who drives a used Yugo©’
or ‘from one who lives in his Mom's RV’. Another little bit of advice that I learned
was from a friend in New Jersey who says ‘always consider the source’.

Tom: So I guess the point you are making is that I should put aside some of the
psycho babble I learned from my former teacher and the Coaching University and
get down to making this a viable business instead of an unprofitable part-time
hobby.

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Claude: That’s the point Tom. We both know that you enjoy helping people, but if
you cannot transcend this into the type of business that you want, then you are
limited to the quantity and quality of Mentoring that you will be able to provide.

Tom: Your points are well taken here Claude. We were discussing speaking to
groups. What type of style do you use to get your message across?

Claude: You are communicating to people in an audience who want to hear what
you have to say. Keep it very up, very motivational. My style is to add a lot of
humor to it. All the dumb things I’ve done, all the funny things...wrong cars at
airports and things like that. I want to make myself look like a human being, not a
super man, okay?

I do not want to be Anthony Robbins, Les Brown or Brian Tracey. All great
speakers and Mentors by the way. I just want to be Claude Diamond, or in your
case, Tom Gaylord. You are a unique person. You have something to offer people.
Don't be anyone. Just be yourself. You've got a lot of charisma...intertwine it with
some humor, talk about the benefits of having a coach in your life and how it can
make a difference in your business or personal life. Keep it short, for a half hour.
And give out your free newsletter. Your business is going to grow exponentially,
very quickly, Tom!

Tom: All right. Claude, this is excellent!

Summary, Challenges and Homework

Claude: Good! I want today's Mentoring session to end on that high note. We have
made a nice tape here which I will send you. I want you to listen to it several times
and think about what we've discussed. I'll send out the tape to you today with the
software that I talked to you about. I'd like you to think about that speech and I
challenged you to schedule something in the next 30 days. Work on the newsletter.
I'd like you to institute the database software in your system if you're comfortable
with it. It works really well, that's why I praise it so highly.

I want you to also call the number I gave you and establish a merchant credit card
account ASAP. Mucho Important since a great deal of your new business will need
that accommodation.

I want you to think about your pricing structure which we discussed. And I want
you to finish reading those 'Niche Marketing' books I gave you.
Tom: Phew!

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Claude: Do you accept these assignments and challenges or did I give you too much
homework?

Tom: No, it's perfect. It's in alignment.

Claude: I want 1998 to be one of the great turning points of your life. I want you to
have everything you deserve. I want you to be financially free and go to bed and
not think about money. I want you to be able, in the middle of the day, to take your
kids to the park and throw a Frisbee around. I want you to be doing something you
love, not something you have to do. This is the life you want isn't it?

Tom: Yes, definitely!

Claude: I'm helping you design that life, but you're the one who has to implement it,
hunger for it, create it. Is this what you want Tom?

Tom: This is perfect. Definitely, definitely.

Claude: How bad do you want it?

Tom: I'm starting to get that taste in my mouth, the hunger!

Claude: Tom, I am going to ask you again and again until I hear the right answer!
How bad do you want it?

Tom: I'm going to work my butt off to make it happen!

Claude: Again Tom, how bad do you want it?

Tom: Extremely.

Claude: Tom, this is YOUR LIFE we're talking about here!

How bad do you want it?

Tom: You want me to give it my total passion here, right?

Claude: That's what I want. Tom it isn't going to happen unless you want this to
happen. I could talk to you and I could motivate you and the rest of the day you'll
be thinking about what we spoke about and you'll be high from it.

My problem and yours is what about tomorrow and the day after when we're not
talking? It's only going to happen if you want it to. You're the guy who's got to

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make it happen. You've got to focus on the focus. You've got to focus like a laser.
You've got to burn through all the crap in life and make this happen. Because this
is your destiny Tom if you want it!

Tom: Well, I definitely want it to happen. There's no two ways about it.

Claude: Then do it!

Tom: I'd just like to share with you, the only reason I didn't yell back is I had
somebody on the other side of the office. (Laughter!) The hesitation was not a lack
of motivation.

Claude: No, I know that! I hear ya...it's okay! My point was, I was being a little
over dramatic there, but it’ll sound good on the tape when you hear it.

Tom: I'm ready! You're the kind of person I've been waiting for to kind of kick it
into gear. As you can tell from my package to you...I've got so much stuff!

Claude: You've got a lot to give, and you deserve the life you want. But you're the
guy who's got to make it happen. Did you ever hear Les Brown?

Tom: Yes.

Claude: His favorite phrase is ‘You've got to be HUNGRY!’ You've got to be
hungry with this business. I know you work hard, you've got obligations, you've got
family...occasionally you want to sleep. You're going to have to shut off the TV,
forget about recreation and vacations and make this thing work. And then you're
going to have everything you want in life.

Tom: We've got the right mix here. I don't have any problem with anything you've
said. I've got four pages of notes. I know the tape is on the way, but I can move
right along with what I've got.

Claude: Great! When you've finished the reading, give me a call. Let's talk again
next week and see where we're going with this and where you have progressed. I
feel we had a great session. What's your impressions? Am I meeting your
expectations?

Tom: You’ve surpassed them! I just want to add that the information, motivation
and guidance you gave me today is fantastic! I feel great about our professional
relationship and that this is the best investment I have ever made in myself.

Claude: This is Mentoring Tom.
Tom: How can I thank you? I now have a ‘Mentoring to Millions’ mind set.

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