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IGNITE YOUR BUSINESSTO BUILD CAREERS WORTH HAVING, BUSINESSES WORTHOWNING, LIVES WORTH LIVING, EXPERIENCES WORTH GIVING,AND LEGACIES WORTH LEAVINGIGNITE POWER SESSION #1Instructor EditionIn this chapter Uncover Your Big Why and How to Achieve it Commit to Daily Lead Generation to Grow Your Business Use Influencing Sales Language to Win Clients Be Accountable to Your Big Why and Your Life
2IGNITE YOUR BUSINESS 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESSNoticesWhile Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of all coursematerials, we do not guarantee their accuracy now or in the future. KWRI makes no express orimplied warranties with regard to the information and programs presented in the course, or in thismanual, and reserves the right to make changes from time to time.This manual and any course in which it is used may contain hypothetical exercises that are designedto help you understand how Keller Williams calculates profit sharing contributions and distributionsunder the MORE System, how Keller Williams determines agents’ compensation under the KellerWilliams Compensation System, and how other aspects of a Keller Williams Market Center’sfinancial results are determined and evaluated. Any exercises are entirely hypothetical. They are notintended to enable you to determine how much money you are likely to make as a Keller WilliamsLicensee or to predict the amount or range of sales or profits your Market Center is likely to achieve.Keller Williams therefore cautions you not to assume that the results of the exercises bear anyrelation to the financial performance you can expect as a Keller Williams Licensee and not toconsider or rely on the results of the exercises in deciding whether to invest in a Keller WilliamsMarket Center. If any part of this notice is unclear, please contact Keller Williams’ legal department.Material excerpted from The Millionaire Real Estate Agent appears courtesy of The McGraw-HillCompanies. The Millionaire Real Estate Agent is copyright 2003–2004 Rellek Publishing Partners,Ltd. All rights reserved.Copyright NoticeAll other materials are copyright 2019 Keller Williams Realty, Inc. or its licensors. All rightsreserved. No part of this publication and its associated materials may be reproduced or transmitted inany form or by any means without the prior permission of KWRI.Note: When calling or emailing prospective customers, comply with federal and state Do Not Call(DNC) and spam laws and the policies of your local Market Center.AcknowledgmentsKeller Williams University acknowledges our KWRI leadership for endorsing and supporting thisimportant program. In addition, we acknowledge the original contributors, Ignite Champions, andfirst adopters.Ignite would not have come together without the assistance of many individuals withinKWRI Win-Win Production for the videos, Production Services for graphic arts and copyediting,Marketing and Communications for the lively new design and for helping to spread the word of thenew release, Digital Information for the website, and Information Technology for myTracker andreporting. In addition, we thank the pilot group of Market Centers who tested this course andprovided valuable feedback. It truly takes a village!Mona Covey, December 2015 2019 Keller Williams Realty, Inc. Ignite v4.173
4IGNITE YOUR BUSINESS 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESSWELCOME TO IGNITE! .7Get Your Head in the Game. 7You’re in Business! . 8The Six Personal Perspectives. 9GETTING THE MOST OUT OF THIS EXPERIENCE .141. Action Reveal . 152. Expectations for this Power Session . 163. Ground Rules Throughout Ignite . 17MAKE IT HAPPEN – FOUR SKILLS .18SKILL #1 – KNOW YOUR BIG WHY AND MONETARY GOALS .19Passion for Your Big Why . 19Your Monetary Goal . 23SKILL #2 – COMMITMENT TO DAILY LEAD GENERATION .27Journey to Your Monetary Goal . 27Lead Generation Funnel . 29Calling Every Session . 30Four Powerful Habits. 31Success Tracking . 33SKILL #3 – USE INFLUENCING SALES LANGUAGE .35Scripts Are Cool! . 361. Purpose of Scripts . 362. Benefits of Scripts . 383. Learning Scripts . 39SKILL #4 – BE ACCOUNTABLE TO YOUR BIG WHY AND MONETARY GOALS.47Accountability Feedback Loop . 47Develop a Prioritized Plan of Action . 47 2019 Keller Williams Realty, Inc. Ignite v4.175
6IGNITE YOUR BUSINESSLive By a Calendar . 51Who Will Hold You Accountable? . 57Agreement of Expectations. 61Family/Significant Other Agreement . 63PUTTING IT ALL TOGETHER .65Action Plan . 65Prepare for Your Next Class . 66Recall and Remember . 67FROM AHA’S TO ACHIEVEMENT .68ENHANCE YOUR LEARNING.69Instructor:Timing: 3 hourschapter: This chapter puts participants in the proper mindset forPurpose of this chaptersparking and growing their business to achieve success. You will cover why thelearners (they will now be referred to as Cappers in Training!) are here, and what youexpect from them in terms of mindset, goal setting, accountability and scripts.Chapter OverviewOverview::1. Discussion of Mission and their importance to setting them up for success eachclass2. Importance of mindset and The Six Personal Perspectives3. How accountability is critical and accountability tools4. The benefit and purpose of scripts5. Commitment to IgniteParticipants will make calls in class with prescribed scripts. Help them succeed bycommitting to hold them accountable to doing ALL activities in all Ignite sessions. 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS7Welcome to Ignite!You are embarking on a new, exciting, and challenging adventure, and leaving yourformer life behind. Get your heart and head in the right place as we begin this adventure.Get Your Head in the GameInstructor:Allow studentsWrite your answers to and discuss the following questions as a class. a few minutesHave you achieved your financial goals through your career so far? Why/Why to writenot?answers. Thenask thequestions and What is the one thing that makes one real estate agent more successful thanothers?wait for theiranswers.Instructor:This activity isThe answer should be: Lead generate daily.important togain theWhy don’t all agents do this?mindsetInstructor:Instructor:necessary toIt’s hard; not disciplined; not skilled; don’t believe it’smove forward.important o How do you feel about that? Is your desire to succeed more powerful than your fear from doing the onething that will make you successful?Instructor:The answer should be: YES!!!Great!You’re ready, you know what it takes, and you’re poweredby your conviction to succeed! 2019 Keller Williams Realty, Inc. Ignite v4.17
8Instructor:Stress threeIGNITE YOUR BUSINESSYou’re in Business!There’s ONE Thing that can propel you forward in your career. What is it?concepts:The secret is simple, and is not a secret at all. It is lead generation and you’re going1. They are in to learn this skill and do a lot of it in this course, so get used to this winning realitysales!quickly.2. They are in You are in sales—yes, sales! Your livelihood is dependent on the number of homes youthe business help others buy or sell. Gary Keller, cofounder of the company, says you’re actually intwo businesses—in this order:of leadgeneration!3. Mindset1.The business of lead generation2.The business of real estatematters!Mindset and Attitude MattersYou may think that lead generation will be making phone calls that are bothering andannoying to people. We all feel that way, especially when we feel like we’re being sold to.However, when you adopt an attitude of contribution, a significant shift in how peoplerespond happens.Change your mindset to focus on being of service!Adopting a mindset and a philosophy of contributing to the lives of other people allowsyou to be direct and to the point in your interactions with others. With a focus oncontribution and being of service, you’ll communicate more effectively with customersand win their hearts and minds effortlessly.Energy, enthusiasm, and a deeply rooted belief in doing the best job possible for eachand every customer attracts people to you. Take every opportunity to educate the peoplein your personal, professional, and social life about what you do and how you can helpthem. These reminders for people in your network can lead to many, many referrals forbusiness. 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESSThe Six Personal PerspectivesThe most successful at this business know it takes a certain mindset and attitude tokeep at it every day and especially to excel! Fortunately, Keller Williams Realty has afoundational model for a successful mindset which came into existence when GaryKeller asked the question of hundreds of top agents 9Instructor:Ask:AskYour Missionassignment wasto watch the“What is it that differentiates those who achieve at the highest level from those videos of the 6who don’t seem to accomplish as much?”PersonalAfter thoroughly researching this question, Gary discovered that all high achievers have Perspectives.three basic attributes in common:Which oneresonated themost with you?MindsetTell:TellThe 6PP will bebrought upagain and againAttitudesApproachto Lifein Ignitebecause theyare thefoundation ofthe KW mindset.We’ll go overthem brieflyhere.Based on these three attributes, the Six Personal Perspectives came to be.Read Gary’squestion thathelped himderive the 6PP. 2019 Keller Williams Realty, Inc. Ignite v4.17
10IGNITE YOUR BUSINESSStep 1:1 Commit to Self-MasterySelf-mastery is the possession of great knowledge, skills, and habits thatmake You the master of You.When you commit to achieving self-mastery, you1.know your goals2.know your strengths and weaknesses3.know how to work with both your strengths and weaknesses to seek and masterthe necessary knowledge, skills, and habits to reach your goalsInstructor:Reinforce thisconcept.Throughout Ignite, you will be acquiring the skills and developing habitsto be successful—moving you toward self-mastery.Step 2:2 Commit to the 80/20 PrincipleThe idea that 20 percent of your actions lead to 80 percent of your results may be one ofthe most powerful principles you can apply to your life. It’s about getting the most fromyour time and effort. It’s about maximizing your results. It’s about having focus.Instructor:Reinforce thisconcept.In Ignite, we identify your 20 percent for you your money-makingactivity—lead generation! 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS11Step 3:3 Move from “E” to “P”High achievers are always looking for the purposeful way.By doing this, they break through the ceiling of their natural behavior.You can attain a certain level of success utilizing your natural abilities, but expect to hit aceiling at some point. Wouldn’t you like to achieve even greater success and breakthrough that ceiling? How about living a larger life? Or attaining your goals?Ignite is not only designed to help start your business, it is designed tohelp you grow your business. Ignite will help you move fromEntrepreneurial to Purposeful with skill mastery.Instructor:Reinforce thisconcept.Step 4: Make Being “Learning Based” the Foundation of Your Action PlanA learning-based individual is an individual who has made the decision to use effective learning asthe foundation piece for their action plan to develop their life.Training and education are a big part of moving forward to attain your goals and succeedat a high level. Learning-based individuals commit to the process of acquiring skill-basedhabits.Ignite is just the start for you as a learning-based individual.Keller Williams Realty offers many learning opportunities for you. 2019 Keller Williams Realty, Inc. Ignite v4.17Instructor:Reinforce thisconcept.
12IGNITE YOUR BUSINESSStep 5:5 Remove Your “Limiting Beliefs”High achievers remove beliefs from their thinking that hold them back.In order to successfully develop at a higher level, you will need to clear your mind oflimiting beliefs first. For example, are any of these thoughts in your head?Instructor:Ask:Do any of youhave thesethoughts? “I have to be an expert and know everything before I can begin my business;I’m not valid yet.” “I don’t think I can achieve a profit goal that will fund my life this year.” “Because I’m in the business, the business will come to me naturally. I don’tneed to devote three hours each day to lead generation.”Activity: Turn Limiting Beliefs into Unlimiting BeliefsInstructor:Allow students How would you redirect these negative thoughts into positive ones—into unlimitinga few minutes beliefs—that will fuel your success?“I need to be a professional, not an expert. Expertise will come fromto work onthis activity ontheir own.doing. This training will best prepare me for success in the real estate businessand taking productive action will cause my success.”Then ask fortheir answers.“When I set and track my goal and complete the activities required to meetmy goal, I will fund my life this year.”“To consistently have business, I will have to consistently go after it. I Instructor:Reinforce thisconcept.can’tafford to miss three hours of lead generation—it’s my future!”Throughout Ignite, you will learn how to combat your limiting beliefsand turn them into action. 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS13Step 6:6 Be AccountableInstructor:Accountability is first and foremost “an attitude and an approach” to your entire life.Reinforce thisAn accountable person says, “Everything in my life is a result concept.of my choices and actions. I own my life.”TellTell:Remember,Accountability is also a tool for continually changing the results in your life in those areasyou can reachthat matter most—your 20 percent. A person who is accountable in their 20 percentthe highestsays, “I own my life, and in certain areas, I want to continually improve my results. I willlevel ofbe purposeful, and I will be learning based to continue improving.”achievement inbusiness andIgnite will provide you with tools to develop and cultivate youraccountability to be successful.life byadopting theseSix PersonalPerspectives.For Further StudyIf you haven’t already, view the Six Personal Perspectives videos on KWConnect.com.Ask your Team Leader when the class will be offered in your Market Center and sign upfor it. 2019 Keller Williams Realty, Inc. Ignite v4.17
14Instructor:IGNITE YOUR BUSINESSGetting the Most Out of thisExperienceExplain theword “Capper” You have begun an exciting journey toward sparking your business and attaining yourin Cappers in dreams. You are not simply a student or a learner in Ignite, you are a Capper inTraining—prepared to do what it takes to be successful is your real estate career.Training.Ask: Who wantsWhat kind of Capper in Training will you be in Ignite?Askto be aCapper!?!Allow time forThe PrisonerThe VacationerThe ExplorerHas to be there, doesn’t want tobe there, and doesn’t know whythey’re there.A day in training is better thana day on the job.Excited and curious about thenew knowledge, skills, and toolsthey will discover in class.Cappers inTraining toDoesn’t engageSpends as much timechatting as listeningListens attentively, thenparticipates fully indiscussions and exercisesSpends class timecatching up on theiremailsThere to have fun—distracts the class withirrelevant commentsAsks meaningfulquestions and contributescompelling aha’sEscapes by spendingtime in the hall on theirphoneReturns late from breakand lunchArrives to class on timeand returns promptlyfrom breaksHolds on to limitingbeliefsNot purposeful in theirlearning goalsAdopts a posture ofacceptanceMulti-tasks on theircomputer by working onside projectsOMG! Spends the day ontheir smartphone, textingand checking FacebookTakes notes in theirmanual for futurereferenceIsn’t paying attentionRespects the differentlearning styles andopinions of othersreview the tableand choose thetype of studentthey will be inIgnite.Hopefully theyall choose“Explorer”!Picks fights with traineror other participants ifthey don’t agreeHopefully you picked “The Explorer!” 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS15Several things are going to make this course a huge victory for you 1.Action Reveal – report out on your Mission for each Power Session2.Expectations for each Power Session – for both you and the Ignite Faculty.3.Ground Rules – for everyone to follow and respect1. Action RevealYou were give a Mission to complete before this class and likewise, every Ignite PowerSession will have a Mission that you complete before class. It’s essential that youcomplete all the steps in the Mission so you are set up for success.How many steps did you complete?Instructor:Hold them accountable toeach Mission every day!Remind them there is aMission for each class andthey are to be completedduring their “Mission days”,Tuesdays and Thursdays.Ask for aha’s from theassignments.Ask specific questions (seePowerPoint) about thevideo they watched.Important! Did they gettheir email set up? Remindthem it’s hard to moveforward without their KWlogin and password. 2019 Keller Williams Realty, Inc. Ignite v4.17
16Instructor:Reviewexpectationsand explain toparticipantsIGNITE YOUR BUSINESS2. Expectations for this Power SessionCapper in TrainingAs a student of Ignite, you are expected to complete the following:that they arenow Cappers in Declare your personal Big Why.Training!Training Set your monetary goal. Be accountable to your Big Why and monetary goal.designed with Use influencing sales language (for three business calls today).their success inIgniteFacultyIgnite has beenmind, whichmeans therewill be a lot of“DOING,” notjust listeningand learning.Doing is whereIn order to maximize your learning, your Ignite Faculty is committed to: Devote the majority of time on activities in class. Ensure Cappers in Training complete their pre-class Mission, Daily 10/4,and track their numbers in myTracker. During the phone call activity either:o Make calls yourself (model the behavior)the learninghappens!Rememberthere areo Support and encourage the Cappers as they make calls Ask questions that generate reflection and thought, and ask for aha’s. Have in-class videos queued up and ready to play.expectationsInstructor:for you too! BeRemind them this is their new job and they should expect to worksure to abideON their business every day – even one weekend day!by these. YourContinue to stress how important it is for them to complete theirstudents expect Missions for each class as well as participate in activities in class.it!Suggest they work in buddy pairs or groups at the Market Centerto complete their Mission work. 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS3. Ground Rules Throughout Ignite17Instructor:Instructor:Review these1.Arrive to class on time and return promptly from breaks.Ground Rules2.Be fully present. Turn your laptops, tablets, and phones to vibrate or off.with the class.3.How you participate in here is how you participate everywhere. *4.Respect the different learning styles and opinions of others.5.Help each other learn because none of us is as smart as all of us workingtogether.Remindparticipants thattheir time isvaluable and totake advantage6.Consider everything we discuss confidential.of this time to7.Commit to implementing at least one thing you learn.improve their8.Have fun!business byimplementingwhat they’ve* This ground rule comes from the KW MAPS BOLD program. 2019 Keller Williams Realty, Inc. Ignite v4.17learned.
18Instructor:Hammerhome theseanswers tohelp themIGNITE YOUR BUSINESSMake It Happen – Four SkillsQuestions Instructor: Sales; Lead GenerationWhat is your job?Instructor: Everyone and no one (if you don’ttruly graspthat they’relead generate!)Who is your customer?in sales, andthey’ve gotto go outInstructor: Your knowledge, expertise, andability to deliver a stellar experience, every time!What is your product?and getcustomers!Instructor:Today, you’ll learn four new skills essential to gaining a strong customer base and havingsuccess in real estate sales.1.Skill #1: Know Your Big Why and Monetary Goal2.Skill #2: Commitment to Daily Lead Generationparticipants3.Skill #3: Use Influencing Sales Languageup for what’s4.Skill #4: Be Accountable to Your Big Why and Monetary GoalThis list setstheto come inthis session.No teachingoccurs here.Let’s get started! 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESSSkill #1 – Know Your Big Why andMonetary Goals19Instructor:Tell: This isTellyour realityWhat drives you is not only your mindset and attitude but what you’re passionate about.check! Let’sget to the What stirs your soul? Why are you in this business?the reason What do you hope to achieve for yourself and your family?you’re in thebottom ofThe answers to these questions are the basis for your Big Why. And to fuel that BigWhy will take money—an income goal.To achieve success, you need motivation and inspiration fordoing it—your Big Why.business.It’s time tobe brutallyhonest withyourselfabout whatdrives you.Passion for Your Big WhyAnyone can achieve the goals set in this course, but not everyone will. The journeyrequires discipline and a commitment to follow models, systems, and a schedule everyday. It requires passion toward something bigger than the task at hand—your Big Why.First, have a Big Why built around your passion, then follow the models you’ll learn inthis course, keep doing it, and you will achieve grand success!Passion forBig Why Follow theModels 2019 Keller Williams Realty, Inc. Ignite v4.17 Time onTask OverTime Success
20Instructor:IGNITE YOUR BUSINESSTop agents can all articulate their Big Why and you will be able to as well. A Big Why iswhat keeps them going when they’re tired, bored, or disappointed. It’s the spark thatignites their way every day. Your Big Why might be To have your financial success tied directly to your efforts instead of a salarycontrolled by the opinions of a boss.Tell what To build your own business.YOUR own To achieve a bigger life through your business.Review thesesuggestions.Big Why is.Big FutureInstructor:Help yourparticipantsWrite down the date twelve months from now: . Now imagine thisdate is today.visualize Your business is thriving and your life is everything you’ve dreamed of.their future. Your customers rave about the experience and value you provide and think ofyou when they have a real estate need. Your family and friends are so proud of your success and are consistentlyreferring business your way. You are helping others live their dream of owning a home because you arefocused on helping them get what they desire. You are building the foundation and momentum for your entire career, andgaining relationships and experiences and the income you desire. You are the top agent in your Market Center, or Rookie of the Year if you’renew. You’re poised to hire a part-time assistant to handle your 80 percent whileyou take care of the 20 percent that grows your business. You are on the path to Tell:TellVisualizationwill help getyou closer towhere youwant to be inlife.Ask avolunteer toread aloudthe bullets.Explain whatit takes to beRookie of the“Build a career worth having, a business worth owning,and a life worth living.Gary Keller, Cofounder, Chairman, and CEO, Keller WilliamsYear. 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS21Your Turn – Big WhySkill Mastery Activity: Big Why (Part 1)Write your answers to these questions. Instructor:Share your ownWhat is/was your driving motivation—the why, or goal, for a career in realBig Why with aestate?brief storyabout what itwas likeWhat will achieving your goal mean for you?starting YOURIn what ways will your life change?business.Allow quiettime forparticipants towrite theiranswers on this What doors will open for you?Time: 5 minutes 2019 Keller Williams Realty, Inc. Ignite v4.17and the nextpage.
22IGNITE YOUR BUSINESSInstructor:Skill Mastery Activity: Big Why (Part 2)Share Gary’smantra: “ThinkFrom your answers on the previous page, write one statement thatsummarizes your Big Why.Big, Act Bold,Live Large.”Encouragestudents to taketime to thinkabout the onething that keepsUsing the camera on your phone, take a picture of your Big Why and makethem motivated it your new background, so you will see it and be reminded of it every timeto do thisyou use your phone.business.Write your answers to these questions.Remind themthat a Big Why What could get in the way of achieving your Big Why? How can you prevent that?can be huge,global—curingAIDS or cancer—and it can alsobe selfish—aTuscan villa or acar.If it’s aTime: 15 minutesmonetary goal,Instructor:probe what themoney canDebrief activity by asking for volunteers to shareAha’s from Activityprovide forthem (beyond the basic living expenses).their Big Whys and aha’s.Ask how they will feel when they achieve that BigWhy.Tell: Is it peace? Joy? Go to that place. How dare youTellnot make your lead generation calls and give up onthat dream! 2019 Keller Williams Realty, Inc. Ignite v4.17
IGNITE YOUR BUSINESS23Your Monetary GoalFirst, you must have a goal!What Is Your Annual Monetary Goal?Now that you know your Big Why, what will it take to fund your life and your Big Why?Write your Annual Monetary Goal down here. Note: Remember to include taxes and expenses as you consider your monetary goal.Commission (GCI) ExampleNow that you have written down your monetary goal, let’s look at what it takes toachieve this amount by calculating the average commission on each house bought orsold.Instructor:Explain thatAverage Sales PriceAverage Commission Rate* (to you)Average Commission (Net GCI) 200,0003% 6,000Net GCI isnet of MarketCenter splitbut before* Note: A rate of .03 may be high or low, depending on your market, and depends on what youexpensesare able to negotiate.and taxes.Note: This commission amount ( 6,000) will be used for all examples in Ignite. 2019 Keller Williams Realty, Inc. Ignite v4.17
24IGNITE YOUR BUSINESSYour Turn – Know Your CommissionInstructor:Your CommissionAsk: What’s theAskaverage salesCalculate an average commission in your market. (You’ll use this number in later calculations.)price in ourtown/city/Average Sales Pricecommunity?Average Commission Rate (to you)What’s theAverage Commission (GCI) % average salesprice in yourFactor in Market Center Feesownneighborhood?Explain howCap andExample: Cap: G
ignite your business to build careers worth having, businesses worth owning, lives worth living, experiences worth giving, and legacies worth leaving
