E4: Fiona Interviews Keith Abraham, Discovers The Ingredients Of A Perfect Business Plan
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Transcript of E4: Fiona Interviews Keith Abraham, Discovers The Ingredients Of A Perfect Business Plan
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Fiona Interviews Keith Abraham,
Discovers The Ingredients Of A
Perfect Business Plan
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In this episode:
00:34 Meet Keith
02:47 When the ____ becomes clear, the ___ becomes easy
10:46 The role of emotions in the goal-setting process
18:30 This is the perfect length of a perfect business plan
25:06 Keith: You need to stay connected to people that you are doing business with
28:23 When is the best time to stay in touch with people?
31:43 Connect with Keith
Join the waiting list for Savvy Mastermind Membership
Sign up for the free weekly newsletter
Here is the transcription:
Fiona: Hi, its Fiona Lewis here from Super Savvy Business with this weeks podcast!
Now today I have a very very special guest with me, his name is Keith Abraham; and Keith
and I met earlier this year in February when I was at a conference. I was so impressed with
what he wanted to say that I wanted to bring his message and his teachings to the Super
Savvy Business community.
Now, passion is the key ingredient to achieving sustainable success in our lives and our
businesses, wouldnt you agree?
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So Keith is the perfect person to be able to speak on this topic. In the last 16 years he has
spent researching, training, and working with people to help them find their passion,harness their passion and thenturn their passion into personal and professional capital. In
fact, Keith has personally assisted individuals and companies alike to create over 10 million
goals! Thats such a huge number, but its, you know this is what he does! And he has
inspired businesses and people around the world to live more passionately.
Hes got 3 best-selling books including Live Your Passion and he has co-authored 3 others.
He is founder of the Passionate Tribe Online Community and his weekly blog has over 4,500
subscribers. I think that really does give us a good idea of the sort of influence Keith has
amongst his community.
He has built a client base of over 265 companies across 20 different industry groups across 4
continents globally and speaks in over 80 conferences globally each year and has just been
awarded the National Speakers Association of Australia honour it was the keynote speaker
of the year.
So you can understand why Im so excited to have Keith on our call today and I just want to
start by welcoming you, Keith, to the Super Savvy Business podcast.
Keith: Oh, thanks very much, I really appreciate the opportunity to be with you here today,
Fiona, so thanks for that!
Fiona: Now, Keith, you know, when we first met I was very lucky to be able to sit through a
whole day of your Passionate People Workshop and I walked away with my head just
expanding with, like, so much inspiration, and ideas and wonderful things to be able to walk
away with and be able to actually implement into my personal life and into my business,
which is why I was so keen to reach out to you and bring you into the Super Savvy Businesscommunity.
Uhm, one of the things that really hit me, you know you talk about putting your personal
goals first ahead of your professional goals. Why is that, Keith?
Keith: Well, Fiona, at the end of the day, you know, from all the research that we have done
over you know, I have been a professional speaker for the last 7 or 8 years and I have
been talking about goal setting for the last 25 years around the globe and one of the
things that has been really interesting in this journey is that, you know, when I love the
saying, When the why becomes clear, the how becomes easy and so often people dontachieve their full potential because they dont have a strong enough reason why. And, you
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know, its an old story, you know? I believe we all operate on 3 levels, you know You are
either just getting by, youre good at what you do, you are great at what you do. Whats theenemy of greatness? Its that were good at what we do. You know? Were in that comfort
zone and by truly getting yourself clear on your personal reasons first, you then can achieve
yourbusiness goals and things that you want to do. If you are just going to be successful at
business you know, that will drive you for a little while, but it wont be sustainable. I see lots
of people in business who are very successful and their life is crappy. So it really its got to
come back to what your personal drivers are.
Fiona: Yeah, look, I completely agree with what you are saying. When I work with my clients
in my mastermind program and thats one of the first things that we discuss, you know?Why is it you do what you do? And many of them will come back with a business-related
answer, wont they?
Keith: Oh, absolutely, yeah, its so often Fiona, one of the things that, you know, I want to
achieve this in my business, and I wanna and thats great, but WHY? You know, at the end
of the day, WHY are you doing it? And you know, look, the HOW and the WHAT, you see, so
often, Fiona, people stop at the WHAT And so often, you know, people say to you, you
know, so what are you going to do when you leave school? What do you want to achieve
with your business this year. So what are you you know, whats your career goal?
At the end of the day, people stop at WHAT. But really, the driver, they key, the proven path
is really understanding WHY. And, you know, and I make no apologies for over emphasising
this, because you need to hear it a few times for it to sink in, you know
When the WHY becomes clear, the HOW becomes easy.
In actual effect, I honestly believe that the HOW will find you. When you are clear on your
WHY your reason, your purpose, your focus, the HOWs just come to you; people walk into
your life, people walk into your business and, you know, Wow, how did that how did I
manage that, how did that happen?
Fiona: Mmmm
Keith: Its really it really, really is critical.
Fiona: And that WHY has to be something that is a really strong emotional connection to
you, wouldnt you agree?
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Keith: Absolutely, and actually I think that this is the missing piece of the puzzle for most
people. From all the research that we have done, if your goal isnt both emotional, if you arenot emotionally connected, mentally connected and physically connected to your goal, you
will probably not, uhm, pursue it, as well as what you could.
Fiona: Mmm
Keith: Or as fast as what you could. You know, I have searched high and low and you know,
weve got a whole stack of research as to why smart, intelligent, well-educated, driven
people not pursue or not tap into their full potential? Because they dont have an
emotional, a mental, and a physical connection. In actual fact we call it Feel, Think, Do.How do you want to feel? What do you think the goal is that you need to achieve to actually
gain that feeling? What do you need to do today, this week or this month toachieve that
goal?
So when you can align all of those three together, and you saw this during the Passionate
People workshop, when you can align all of those three together something magical
happens. What happens is people gain that laser-like focus and they just align themselves
and they connect to the goal. Everyone has lots of goals. But at the end of the day the goals
that really matter the things that are most important to you are the ones that you are
aligned to and connected to.
Fiona: Mmm And you know, as business owners we all know its you know, a pretty
emotional roller coaster and there are times when you are really quite challenged and if you
are really connected to your WHY, thats what keeps you there; thats what helps you to get
through those tough times and that helps you to overcome and not just throw the towel
and give up.
Keith: Yeah, absolutely, its the I call it your True North, what you need to have in your
business and this is this is one of the challenges people to run their own show, you know?
And they are not.. they are not as fortunate as your people, Fiona, to have you as the
sounding board, as the resource to help them come back to that True North. What happens
is, if you do not have a True North in your life and in your business you will be distracted by
whatever. You know? You will be distracted by stuff that just doesnt matter; it just doesnt
count. And so, the challenge for us is to find that true North; and if we feel were getting off
track, you know, what is important, what matters, whats gonna make a difference, whats
meaningful for us and see, I honestly believe that when we are so focused on what is not
working, [any or possibly] channel your energy in stuff that is working and where you want
to go.
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Its hard to drive a car when you are looking in the rearview mirror.
Fiona: Yeah, that is so true. I mean, you mentioned before about, you know, people finding
it hard to find their true North what sort of strategies do you suggest people use in order
to tap into what that is?
Keith: Yeah, look one of the things we, Fiona, that is, uhm, you know,that I have talked to
groups now for close to 25 years, you know a number of years before I became a
professional presenter and founder of Passionate People, one of the things that we get
people to do is start their list of 100 things that they want to do in their lifetime.
And when I originally did this, it was just one of those neat little ideas that, you know, thatsomebody shared with me and, and I shared it with a whole stack of people. And weve
taken it a few steps beyond that. Its not this life, its not just a life to-do list some people
call it a bucket list now, I dont like calling it the bucket list, because, you know, a bucket
list is when a doctor tells you have got 6 months to live and you are going to do all the
things you thought you wanted to do until you kick the bucket. So lets call it a life to-do
list.
And I honestly believe that once you have gone through a process of writing down those
things that you want to achieve in your lifetime you can then go back and reflect upon
them; and go when I, and lets say for example, when I travel to Tuscany and live a month
in Italy in this little village in Tuscany and just submerge myself in that culture, when I
achieve that, ok, so heres the question: How would you feel?
How would you feel? You know, when I, when my business brings a million dollars in profit,
ok, great, great, but, how would you feel? And so what we find is that when we go through
the process of getting people write down all the things theyd love to do in their life time,
and then we are going to come back and say, Write down the driving emotion there are
135 different emotions that us as human beings can experience. Just under half of them are
negative and just over half of them are positive.
So there is a whole lot of different emotions that we can experience. Now, for some people
those emotions are, you know, will just jump at them, you know? It could be success, it
could be accomplishment, it could be a sense of achievement, it could be energised, it could
be happy
And so once you have identified those sorts ofdriving emotions and we all have three as
we go through this process, 3 start to stand out; 3 start to repeat themselves over and over
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again. They are your driving emotions. They are like personality and they tend to stick with
you for a long, long time.
So once you know your driving emotions, then what you can do is then go back and say,
Okay, if this is how I want to feel because, you know, I know you would have heard this
Fiona everyones talked about this for the past 40 years, they talk about smart goals, well
I wanna make myself very very clear: smart goals dont work. They dont work for people;
they work for companies, but they dont work for people because unless there is an
emotional connection in there people wont people will not be connected to it. So the
normal goal setting process looks a little like this:
1. You set a goal2. You take action3. You get a result4. And you get a feeling
And what were saying is lets invert that, lets turn it on its head and say, lets start with
how you want to feel. Then, lets say, you know, what action do you need to take to gain
that feeling? What result will you get when you take that action and then wont that
naturally lead you towards the goal? And the answer to that is Yes.
Fiona: So
Keith: And so the process there, Fiona, is that they are getting people to first identify the
things they love to do in their life and I say a hundred, and then second is to get them say
what are the emotions that are attached to each one of those goals? What are the driving
emotions that are the most important to me?
To me personally, mydriving emotions are [..] of being energised, being successful and
being [...]. And I defin I have a definition that is appropriate for that for me.
Fiona: So then, once you know what your driving emotions are, how do you then bring that
across into your business life?
Keith: Well, well, that is simple because in your personal life or in your business life your
driving emotions are the same. So, for example, for me, one of my driving emotions is about
being energised.
And so to me, I have a definition around being energised: you know, I want to have anabundance of energy; I want to make sure that Im that I am you know, that I have got
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energy to talk to you at this time of the day, Ive got energy to talk to the client I spoke to
today and I have got energy to my family after, and so and Ive got energy to do the thingsthat are important, uuuh, and that matter in my life.
And thats not just about health and fitness but what it also involves is in my business I dont
do the stuff that dries my energy. You know, I.. there are 3 things that I love to do in my
business: I love to write, I love to speak and I love to create. So I make sure that, as part of
mybusiness goal, that I am doing that. And that gives me energy.
Oh, and funny enough, with more energy I can go and make more of a difference and help
people set their goals and do the things that matter. And its a lovely thought.
Fiona: Mmm Yeah, its pretty powerful when you start to look at it that way, that, you
know, by being in touch with what your personal driving emotions are it can have such a
huge impact on being successful within your own business.
Keith: Oh, absolutely, you know, a lot of times, Fiona, and you know that this is the
workshop that were at, you know, when you ask people what their driving emotion is, they
will say, accomplishment. So okay, what goal do you need to achieve in your business to
feel accomplished? For some people it might be.. you know, you might say,
Whats your driving emotion?
I want to be happy.
Okay, what do you need to achieve in your business to be happy?
Because what we have to be very careful about, Fiona, is that we dont measure our
success, we dont measure our business by other peoples standards. Oh, its a million
dollars in the bank! Well, I know people who have a million dollars in the bank, you know,
from the results in their business, and they are miserable! Because they have got no way for
the things that are most important to them. They have got no way for the things that
energise them, or make them happy, or, in your own definition, make them successful.
Fiona: And you hear there are lots you know, highly successful people who, in their
personal lives they are miserable, you know? So its.. you know, for me, hearing you, uhm,
share this message back in February, it just made so much sense!
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Keith: Yeah.
Fiona: And thats why, I suppose it is so important for me to be able to bring out your
message to my community, because I think a lot of people miss that connection.
Keith: Look, and nobody talks about it. Look, Fiona, I dont know anybody that is talking
you know, because most people say, Okay, well you need to set a goal, it needs to be
specific, measurable, attainable, it needs to be realistic, it needs to be tangible
Yes! Yeah, yeah, thats true. But then you go, okay, wheres the emotional connection?
Were emotional creatures!
Fiona: Mmm
Keith: You know? We feel happy, we feel joy, we feel sadness, we feel anger, we feel
frustration And so why not harness that emotion, uh, to drive us towards the things that
we want, uh, in our lives? And so you know, I just think, I dont think I know this is cutting
edge, this is goal setting for the millenium and beyond, this is beyond the normal, you know,
write out your goal, and look, Ive done all that sort of stuff.
I have been the advocate and the ambassador for that process, but when you sit down and
truly analyse it, you become the student, you know, not the master, but the student. Is that
all of a sudden you get a different perspective on why it works and why it doesnt any why
people succeed and others dont.
Fiona: You mentioned something there that I would like to touch on, uh, that was about,
you know, writing your goals and during the workshop we spent a fair bit of time talking and
working on our own business visions and creating business plans and all those sorts of
things
But you took such a different approach to it, Keith, and I was just wondering whether you
might be able to touch on some of that process and how your approach is different to the
way people normally think about writing business plans, for example.
Keith: Yeah, exactly, look, I have been a great believer and advocate to the one-page
business plan and I think, you know, you recall, uhm, when I was with you on the Sunshine
Coast, the things that I said. It was a client that taught me this value of it, you know, I was
asked to go and speak to a large printing business. And when you think of a printing
business you think ofQuick Copy, and there is nothing wrong with Quick Copys, or
the Snaps or anybody like that, but this was a large printing house, it was a 25 million dollarbusiness. And.. so Im waiting to speak and the CEO stands up and puts up a one-page
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business plan for a 25 million dollar business, includes a 120 odd staff. And, I go you know
what, I know nothing about the printing industry but I know exactly what they are going toachieve this year. And if I can get it and I know nothing about their business, I would imagine
that all of his people would have gotten it as well.
So my approach for setting a one-page business plan and Im able to provide a template
for your listeners my approach is really simple.
Fiona: That would be fantastic!
Keith: Firstly, theres four key areas.. and this applies to any business, anywhere in the
world:1. You want to have financial objectives so you want to have financial goals2. You want to have operational effectiveness3. You want to have people growth, people development4. And you want to have customer marketing and underneath marketing put files and
service and loyalty.
You can change those areas around. And what I say is, Okay, what are your one or two
they are more than that but what are your one or two key financial objectives in the next
12 months? And then that can relate to turnover, it could relate to profit, it could relate to
increased volume, you know, whatever it might be thats specific to your business.
And then what you do is you then go on and say, Okay and I used to do this, I used to
say to people that you want to have the key outcome for the next 90 days, but I have
changed my thinking around and I think business is too dynamic these days I honestlybelieve that what you want to do is say, What are the key outcomes that I need to achieve
in the next 30 days that will work me towards those key financial objectives? And then you
go through there could be 2, or 3, or 4 different objectives.
And so, for example, if we use one lets say I want my business to turn over $500,000. So
that is one of my key objectives. And I want to have 40% profit. There are my two key
financial objectives for the next 12 months. What do I need to achieve in the next 30 days to
work towards that goal? You know, what are the key objectives for the next 30 days would
be to create a prospect list, to do what I call a ten by ten by ten formula and so Who out
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of this ten can I not afford to lose? Who out of this ten have the greatest potential? and who
are the ten prospects that I really need to go and introduce myself to and to work with? Sothat might be three objectives.
The other objective might be well, you know, time is money, so I am going to look at some
ways to, uhm, you know, create some partners that can, you know, fill my pipeline for me.
Or, maybe one of the other objectives is I am going to start to ask for referrals.
So there is the.. there is the objectives that I am going to work on this month.
And, you know, ten by ten by ten could be two by two by two, could be five by five by five.
But all of a sudden you start to have a very measurable, a very specific plan. Of course, what
sits above this is how you want to feel.
Fiona: Yeah, and I love this process of chunking down, and the fact that you have taken it
like you say from 90 days down to 30. You know, you take this sort of overriding, sort of
huge big goals, you know, like you say and increasing your revenue from $500,000, you are
chunking it down, so now these goals start to become more achievable in your mind rather
than this huge marathon you cant get to the end of.
Keith: Yeah, absolutely, look I had a I wrote a blog about this, uhm, late last year I had one
of my clients that I work with here in Australia, is Lexus, and one of the best Lexus
dealerships in Australia is Chatswood. And the dealer principal is fairly young and dynamic
guy and I had him speak to another group of my clients. And you know one of the comments
he say which has stuck with me and has been a real, uhm, you know, lighthouse, a comment
that keeps me focused he said, You know what?, he said, When we dont hit our goal,
and you know, and the car industry is very much a 30 day industry, When we dont hit our
goal you know, people go all, Oh, jeez, we missed our goal, we were supposed to sell 40cars and we sold thirty. He said, You know what, it is never one thing, he made a
comment, Its a series of neglect; its we didnt make the follow-up call to Mr and Mrs
Jones, we didnt get the quote back to Mr Smith as fast as we said, we didnt, you know, we
turned up late, you know, five minutes late to a demo. You know, its a series of neglects.
It is never one thing that kills the month, its never one thing that stops up a business. Its a
series of things that you should have done.
Shoulda, woulda, coulda
Fiona: Mmm
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Keith: But its a series of neglects.
Fiona: And I guess too, when you have got in these key milestones and everything written
down to look at them daily and think, What action am I taking today to bring myself one
step closer? How am I proving what I did yesterday so I can get closer to achieving these
goals?
Keith: Yeah, absolutely. You know, uh, that goes back to you need to start to create. And I
know we dont have enough time to talk all about this, but maybe another time but one
of the things that I say is that if you want to avoid the series of neglects then you need
to create a set of rituals. You know? Uhm, people create rituals and rituals form futures.And the key here is that you need to have a set of rituals that support you in moving your
business forward.
For me, one of my rituals is uhm is I contact 7 clients every day. An email, note,
unconditional gift, uh phone call uh whatever that, you know, whatever the method,
but I contact 7 clients every day. Because Im a great believer that, you know, you need to
stay connected to people that you are doing business with; you need to stay connected to
people that might be doing business with. So one of my rituals is that. And that will always
it creates momentum. You know? Its the amount of times that you will have people that
will say to you I had a client just yesterday, You know what? I got your email and, funny
enough, we were just talking about you this morning. Right! Look, we want you to do this,
Oh, wonderful, excellent!. There will be other times when you get nothing back. But, its
you dont do it to get something; you do it because you want to stay connected to people.
Fiona: Yeah, you know what? You know, you have given us so many golden nuggets, but
that I mean, even if people just took one piece of information, that one idea and
implemented that into their business, I think every business would benefit from doing that,
in order to build relationships, in order to stay in front of mind with their clients, and like
you say you know, you might just hit them at the right moment when they are thinking,
Oh, I need to sort this out, I need to do something, and then BANG! there you are. And
because you nurtured that relationship, you know, you are the person that they are going to
feel connected to.
Keith: Yeah, absolutely. You know, this.. I am not going to talk too much about this subject
anymore, and you know, one of my books, the first book that I ever wrote How to Create
Loyal, Profitable Customers, and uhm and, because you know, everybody is talking, Fiona.
Everyone is talking about sales and nobody is talking about, Okay, what do you do once you
get them? What do you do after you get, you know, get them to keep them?. And, you
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know, and its.. look, if you want to create people say, Aaah, you know, I need to create
customer loyalty really simple frequency of interaction; you need to stay in touch withyour customers when they are not doing business with you. And there has never been a
better time in the world to date to be able to stay connected to your customers for free
than there is today. And so many people dont do that.
Fiona: Yeah and its so easy, really, to keep it personal.. and like you say, whether it be an
email, a little note, I mean even little hand written notes that come in the post you know,
that because nobody does that, do they?
Keith: No, correct. You know, and thats why I say we have a complement: we use email,handwritten notes, unconditional gifts, you know look, if I like a book, Ill buy 20 copies of
it. Look, Im just looking at my books in my office here at the moment and Im going, you
know, Ill just grab one and Ill go now I have my VA that will send me 7 names every day. I
dont think about who I contact; its totally random, its totally.. you know, she has some
system, I dont know what system it is, but she sends these 7 people to me, their names,
their address, their telephone number, and email address and I just, you know, as I said,
note, phone call, unconditional gift like send somebody elses book, whatever it might be it
is just a way of staying connected.
But understand it is a discipline. Ill give you a quick little story. I had a professional speaker
come to me a lovely lady who got a really wonderful message and and she sat across
the table from me and broke down in tears you know, she said, My business, my buiness. I
dont have anything booked for the next couple of months and really is depressing and
she said, Could you, you know, What would you suggest?. And I said, I tell youll what
Ill do. Heres what I want you to do: I want you contact 7 people every day. It could be a
prospect, it could be a client, it could be somebody but I want you to contact them, to
phone people every day. I want you to do that for the next month. Every week I want you to
send me those peoples names you know, you can fax them to me, you can email them to
me, uhm I just need to know tell me their first name, tell me their company name, and I
said, Here is what is going to happen: you will send that to me and I am going to delete it as
soon as I get it, I am not even going to look at it, but you need to send it to me so I know
youre on the right path. And 30 days later we sit back down and I said, Hows business?,
she said, I have never booked so much work in my life! And
Fiona: Wow
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Keith: You know, I could say a hundred stories like that.. its not about technique, its not
funny things happen when you get in the market place, you start to stimulate the seeds thatyou plant over the there and not reaped from way over there. Just, the universe has a funny
way of saying to you, Okay, you are serious, so we will look after you.
Fiona: Wow, look, I am just SO grateful for what you shared I mean, our time has gone
extremely quickly, Keith, and I am sure that our community here at Super Savvy Business I
am hoping that they have all taken lots of notes, they are going to be listening back to this
recording so that they can make sure that they can take all those golden nuggets that you
shared.
Now, obviously, we have only covered just a tiny, tiny fraction of the, you know, incredibleamount of material and teaching that you have.
So how can people connect with you or learn more about what you do with the Passionate
People Program?
Keith: Look, the best way is they can visit PassionatePeople.com or they can go to
KeithAbrahamBlog.com and log on to my blog. I do a blog three times a week, its all about
passion, and direction and focus, and becoming the best you can be, and pursuing your
passion and discovering whats important to you. And, uhm, I just feel that the blog is the
best way to stay connected with me; apart from people getting the blog, thats
predominantly the way I communicate with my tribe so if there are any events that I run
up.. And in essence I run one event, one public event a year around the Passionate People
program that you had a chance to experience. and, uhm, just all the other work that I do
around the globe and everything like that; it just had to do a lot of private work and a lot of
public workshops, you know So thats just the one I do do just to add back to the
community. So if people are on my blog they will find out about that and they can come
along to it.
Fiona: Fantastic! Now, I actually have a copy of your book, Passionate People. How can
get and its an amazing book and I highly recommend that if you dont already have your
copy that you grab a copy of it how can people purchase that, Keith?
Keith: Yeah, look, they can jump on my website, KeithAbraham.com or
visitPassionatePeople.com and they can buy the book there. And we will just ship it to
wherever you like in the world.
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Fiona: Beautiful. Well, Keith, Id like to thank you so much! I know that, you know, you are a
very busy person and the fact that you have been prepared to give up your time away fromyour family to speak to us you know it means an awful lot to me and Im sure it does to
the rest of our community.
So thank you. I am sure that we will love to have you back again.
Keith: Absolutely. I love what you are doing, Fiona, you are out there making a difference
and I am always happy to help another passionate person make a positive difference,
Fiona: Beautiful. Alright Keith, well, well leave you there tonight, and thanks again, well
speak to you soon!
Keith: Thanks Fiona, bye now.