Posted on: April 23, 2018

Are you a successful wholesaler who wants to give back and help others achieve the level of success you are enjoying? Do you want to inspire and help others through coaching but don’t know how to go about it effectively?

If you answered yes to any of the questions above, you’ll surely love today’s special episode. Tom, Cody, and Joe will talk about the exciting and very fulfilling world of coaching and how you can use it to make a huge difference in the life of others.

What’s even more exciting is they will be holding a 3-day event where they’ll teach you everything you need to know about the coaching business. If coaching is something you are passionate about, this is one opportunity you can’t pass out on!

From the event, you will:

  • Learn how to build a coaching business in a manner that is quick, effective, and efficient
  • Know how to do it the right way without getting overwhelmed with all the fancy and techie stuff
  • Learn about the technical side of the business (the systems and built-in processes you can use and implement and the people who can help you)
  • The logistics of the business
  • Know how to bring together the resources you need
  • Get instruction instead of education so you can achieve the results you are looking for
  • Walk away with a clear direction and not just a bunch of notes and plans


If you are Ready to Explode Your Wholesaling Business, Click here to Book a Free Strategy Session with me right now!

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Episode Transcription

Darrin Bentley: Hey, guys. Welcome to another episode of Wholesaling Inc. Darrin Bentley here, and today’s episode is a very, very special episode indeed. Now, many people are blown away by the sheer amount of success stories that we’ve been able to produce with our coaching program here at Wholesaling Inc. Now, yes, we do have one of the best coaching programs out there and I don’t say this to be braggadocios, but it’s much, much more than just a great program that’s getting these people great results. There’s a reason why we’ve been able to consistently help so many people build successful real estate wholesaling businesses, and that’s not accidental. In fact, it’s very intentional. The methods and the strategies that we use here to get people the crazy results that we help them get, and that’s what we’re going to focus on in today’s episode.
Now, today’s episode is a conversation between Tom and Cody and none other than Joe McCall. Now, I’m sure many of you out there know who Joe is. He’s another great coach who’s been doing some great things in the real estate industry as well as helping people achieve their dreams and goals when it comes to real estate. So, I encourage you to take really good notes on today’s episode, which is, by the way, a bit longer than we usually do, but I can tell you, there is nothing but pure gold on this episode today. So, enjoy.

Joe McCall: Hey, everybody. I’m Joe McCall with Tom Krol and Cody, Cody Hofhine. How you guys doing?

Tom Krol: Bam.

Cody Hofhine: Well, doing well.

Joe McCall: Love it, love it. I’m so excited, Tom. We have been talking about this how long? Couple of years?

Tom Krol: At least two years. At least two years we’ve been talking about this topic.

Joe McCall: I’m excited about this and one of the cool things we’ve got here is Cody Hofhine, who works with you, Tom, now, right?

Tom Krol: Yes.

Joe McCall: You guys have been in the coaching business, and on this podcast, we’re doing this as a podcast to the Real Estate Investing Mastery Show and Tom Krol’s Wholesaling Inc podcast, but one of the cool things, Cody, I’m so glad you’re here. You were just like three years ago, a student of Tom’s, right?

Cody Hofhine: This is correct. In fact, Tom, I know you’re smiling already because it was May of 2015.

Tom Krol: Bam.

Cody Hofhine: It was an awesome day. I was, Tom remembers this perfectly probably. We laugh about this story. It was my-

Tom Krol: I do. I remember, Joe, Cody was saying, “Tom, do you think it’s too late to get into wholesaling?” It’s like, “Come on, man.”

Cody Hofhine: It’s so true. So, I was sitting in the side of my house in a camping trailer, because my kids were so loud and I thought to myself, “Man, this is my opportunity. I get to talk to Tom Krol. He’s always yelling, ‘Bam.'” And anyways, I was on the side of my trailer taking that call and ultimately joined his course. Then August of 2016, we became business partners.

Tom Krol: Awesome. He’s the best.

Joe McCall: Ah, I love it. I love it. We’re going to be talking about that. We’re going to be talking on this podcast, this joint podcast, about the coaching business and the incredible opportunity there is for you guys to make a huge difference, a huge impact in people’s lives. I’m excited about this. We’ve been talking about this for a long time. We’re going to be talking on this podcast about the coaching business. We’re going to be talking about how you can create a simple coaching business that can help a lot of people and make good money in the process as well.

Tom Krol: Right.

Joe McCall: Partner on deals with students, but also have a huge, make a huge impact in their lives. Cody and Tom, you guys have been working together for a long time now. I didn’t even think about this, but what a testimony, what a story you guys have together of first, Tom, you making a huge difference in Cody… I think, Tom, I might have had an impact on you a little bit along with your brother, but-

Tom Krol: Absolutely.

Joe McCall: …it kind of goes full circle, doesn’t it? I mean, now Cody’s been exploded in his own real estate investing business, but now is coaching people and having a bigger and bigger effect. It keeps on getting bigger and bigger, doesn’t it, as you go along?

Tom Krol: 100%. As a matter of fact, I remember about five years ago, Joe, I was on vacation, and Todd Toback said, “You’ve got to listen to Joe’s podcast.” So, I sent you a picture. I know, by the way, you’re not going to remember this picture, because every time we meet you always say, “It’s good to meet you in person for the first time.” But, I’m going to tell you guys, I sent Joe a picture of me listening to his podcast and taking massive and perfect action while I was vacation about five years ago. We have to find that picture, but I was sitting at the little tiki… Yeah, do you remember that?

Joe McCall: It’s funny, too. I think it was 2012. When did you get started, Tom?

Tom Krol: 2013 I think it was. So, it was right around that time.

Joe McCall: I remember, I was just looking up some old emails of yours, because I was looking for something that you sent me so I typed in Krol in the Gmail, right?

Tom Krol: Right.

Joe McCall: Some of the original emails that you started sending me and you were just so passionate and excited about this business. You were asking me some questions about outsourcing and virtual assistance or something like that.

Tom Krol: Oh, that’s right. Then we did the podcast about the VAs. Yeah, that was… So, it’s funny how it’s all full circle. It’s like you said, and it all, it’s awesome. So, it’s an honor to be on this podcast with you right now. It’s exciting.

Joe McCall: Me, too. These guys have probably, I mean, I’m being completely honest and I’m not blowing smoke, the most successful coaching business for wholesalers in the United States, in the world probably. They might not have the biggest in terms of numbers, but they have the highest percentage of successful students that are actually doing deals. I’m so excited about this, because I’ve been doing coaching for a long time. For years, for at least since 2011, when I started my podcast, but I love the business. I talk about this a lot on my podcast. I love helping people. I can make, and I’m sure you guys would agree, right? I can do a deal and make ten grand or something and that’s cool, but nothing beats the feeling of seeing a student, helping them make five to ten grand doing their first deal. You talk to my kids. Man, I’m running around the house giving everybody high five, I’m jumping up and down. Not as crazy as Tom, I don’t have-

Tom Krol: With the victory bell.

Joe McCall: I’m not screaming boom or bam or whatever.

Tom Krol: Yeah. Where’s my… Where’s my… Here’s my victory bell. Here’s my victory bell. “Oh, there’s Joe. Here’s my…”

Joe McCall: Yes.

Tom Krol: Mine’s attached to my wall, so…

Joe McCall: I’m telling you guys. If you get to know Tom and Cody, they’re doing that all the time. They’re running around, getting so excited because they have just tremendous success rates with their students, and I’m excited about this because we’re going to be talking on this podcast about creating a workshop helping other people who want to get in the coaching business, who want to help people spend more time with their family, make more money so they can quit their job and travel around the world and just do whatever they want to do. So, cool. I hope that’s a good introduction, but you guys, again, there’s a lot of people out there doing coaching, right? It’s frustrating because you see a lot of spammers out there, people that are coaching people that have not done very many deals, if any at all, or they sign up, they pay 35, 40 grand for coaching and they get just sent to a call center in Utah.

Cody Hofhine: Right.

Joe McCall: Right, Cody? Not with you. They get sent to some call center to some guy that’s getting paid 30, 40 bucks an hour to answer questions from a manual or something like that.

Tom Krol: I’ve been actually approached by those people and they say, “Oh, you have such a great coaching business. Here’s what we’re going to do. We’re going to take it over, we’re going to outsource all your back end in Utah.” What is it with Utah, by the way, Cody? Everybody, all these coaching businesses they have-

Cody Hofhine: You know what?

Tom Krol: No, it’s crazy, it’s all these big companies are moving in. You’ve got Adobe, you’ve got Goldman Sachs-

Cody Hofhine: Right.

Joe McCall: Yep.

Cody Hofhine: …corporate headquarters here. I mean, all the big companies are moving here for whatever reason that is.

Tom Krol: That’s funny, but yeah.

Joe McCall: [inaudible 00:08:37] you, Tom.

Tom Krol: I love, I will tell you this. Joe brings up a good point, it’s really true, when you have a student and you have somebody who comes in and they know nothing and then they absolutely crush it. We have so many people who have retired, literally retired from their jobs. Clayton Morris, Tim [Secull 00:08:55], Jody Christensen, just off the top of my head. Yesterday we had a student who wrote in and said that they have a deal now that they’re closing, they’re just about to close, so it’s not done yet, but it’s there second deal in the program, $600,000. Got to be a world record on an assignment. So, I think that when you have that spirit of an abundance mind set, and that more for them doesn’t mean less for us, and you have that no competition, only collaboration type of attitude, you can really build a wholesome business for coaching in a really quick, in a really effective, efficient, fast way. I think that’s the secret and that’s what this podcast is all about.
Joe and Cody and I get asked constantly, on almost a weekly basis, I know for myself, “How do I start a coaching business? I found a way to make money in real estate doing A, B, and C. What is the best way? What is the best model? Is it one to many? Is it one on one? What is the format?” So, that’s what this podcast is all about is bringing these resources together with Joe McCall, who is been a resource for me personally on how to do this, right from day one, years ago, that I learned a ton from. Then experimenting with Cody and I with some of our stuff on how we did it. That’s what this is all about. It’s just bringing together these resources for you, if you’re interested, if you have an abundance mind set, if you’re a go giver, if you want to share what you’ve learned, this is going to be the place to do it. We’re going to talk about that right now. So, Joe you can get started, because I know you know the most about one of the parts of this business.

Joe McCall: Yeah, yeah. So, here’s the thing, we’ve been talking about this and we finally decided to do this. We’re going to be doing a three day workshop in Florida. We’re still nailing down the location right now, but it’s going to be a live, small workshop, probably 20 people max, in a small room and we’re going to roll up our sleeves and help you guys create a coaching business. That not, and listen, this is, we got to emphasize this from the very beginning, it’s not about the money.

Tom Krol: Right.

Joe McCall: It’s about the impact. It’s about making a difference in people’s lives, and if you are good at that, if you have a passion to make a difference in people’s lives, the money will follow, and the money is good. I love the coaching business, because, for me, my gifting, my itch that I love to scratch is teaching and helping and coaching people, right? So, a lot of people come to us and say, “Hey, will you help me with my coaching business? Will you show me how to do what you’re doing?” Maybe a lot of people listening to this already have a coaching business, they coach a little bit one on one, but they’re totally stressed. They have no more time, they have no boundaries in place and they just feel like they’re running around with a chicken, like a chicken with the head cut off, right?

Tom Krol: Right.

Joe McCall: They don’t have any structure. Then other people, they want to get into coaching, they get a lot of people that ask them, “Hey, can you help me to know, can you teach me how to do what you do?” I have friends that are starting to get invited to go speak at local real estate clubs and they’re exciting and they spend all this time with people with not, for free, right? And they’re getting completely burnt out because there’s nothing that they’re getting back in return. So, there’s a huge need for this right now for people that want to get into coaching and start helping other people, but to do it the right way, right? Not be overwhelmed with all the fancy, techy stuff that you think you have to be, that has to be done, right?

Tom Krol: Well, right. Getting out of preparation mode. Yeah, that’s the key. I mean, I’m helping someone right now in one of our groups that we’re in, Joe. One of our masterminds, and I’m helping someone right now and it’s not, I don’t want to say that it’s funny, but it’s, when you have a new coach who’s trying to get stuff out there, the common little mistakes that are, that cause so much frustration, so much delay, charging the wrong amount of money, using the wrong format, being in preparation mode, of building out all these modules based on what you think they want, the students, rather than what they actually need to get a result. Yeah, that’s what we really want to focus on.

Cody Hofhine: The other thing, guys, that’s really key here is how many people and how many times, maybe the conversation or maybe they start off with the wrong question. We talk about this all the time, Tom, me and you, what is the right question? A lot of times people are thinking, “Hey, I want to get into coaching. I think this would be a great way to make a lot of money.” And that is the wrong question. That is the absolute wrong question. So, this can be completely different than what people are thinking. We don’t go out there for the money. We don’t go out there for money. It’s all about service. It’s all about giving more in value than you’re actually charging in price. So, let me say that again. Giving more in value than what you charge in price. It’s always that servant mind set, “How do I help these people? How do I truly help these people?” Tony Robbins talks about your four basic needs of certainty-

Tom Krol: Oh, yeah. [inaudible 00:13:28]

Cody Hofhine: …[inaudible 00:13:28] significance… Yeah, and he talks about uncertainty, significance and love, those are your four basic needs. Those need to be met. You’re helping people meet those needs, but once these needs are met, you’re able to move on to number five and to number six, and that is growth and that’s also contribution. Those needs are the needs of fulfillment. At some point, I know a lot of people are listening to this thinking, “Man, I’m at that point. I want to give back. I want to do the right thing. I want to make people’s lives better because my life has been blessed.” That’s what it’s all about. This workshop is going to be worked around that growth, the needs of fulfillment. That growth and that contribution, giving back and looking back and bringing your next people up. Leaders don’t take all the glory. They’re always looking back, looking to bring that next person up. That’s what this workshop truly is all about.

Joe McCall: Oh, that’s great. That’s great. You know, let me just give you, I made an executive decision and I chose our domain name.

Tom Krol: Perfect. Let’s hear it.

Cody Hofhine: Let’s hear it.

Joe McCall: How’s that?

Tom Krol: Bam. I love it.

Cody Hofhine: Love it.

Joe McCall: Hold on.

Cody Hofhine: Yeah. Somebody ring a victory bell.

Tom Krol: I got you. I got you.

Joe McCall: All right. So, is where you can go to get more information about this workshop. It’s not for everybody, but if you have any interest at all into coaching, getting into the coaching business and how to help people, or if you are already doing some coaching, but you know you’re just doing it all wrong, completely overwhelmed, you’re trying to build all this fancy stuff up front, this is going to be the workshop for you and we’ll talk in just a minute here about what we’re going to be covering in this workshop.

Tom Krol: Well, Joe, can interrupt you for one second-

Joe McCall: Yeah, yeah.

Tom Krol: …because I want to give a perfect example of the people in coaching who are actually making a difference and really getting to the top of the game is what you guys just saw a second ago. What you guys just saw a second ago is what, I know Cody and I like to call progress not perfection, speed of implementation, sense of urgency, right? So, I had a coach I was just helping create a coaching business, and we were going back and forth for days on a name, right? He was searching GoDaddy and all these things, right? So, you see what just happened here in 30 seconds is Joe just not only made the executive decision, we came up with the name. Here’s the thing, the name doesn’t make a difference. is awesome, I love it, but what you just saw is a perfect example of exactly what we’re going to be going over. What is the highest priority and how to actually leave that event with a coaching business right at that moment and not with a bunch of plans and notes and all that other good stuff. So, I just love it because this is exactly who we are, what you just did 20 seconds ago. It’s awesome.

Cody Hofhine: The need of implementation.

Tom Krol: It’s true.

Cody Hofhine: That’s so true, guys. We push this all the time with our own students, right? To just get out there and make it happen. Start taking massive action and the pieces will fall into place.

Joe McCall: So, true, which, by the way, I haven’t bought the domain yet. I’m-

Tom Krol: Oh, yeah, by the way, you should buy that name before we release this podcast. Oh, man.

Cody Hofhine: Wait a second. It’s actually-

Joe McCall: I’m buying it right now. I just-

Tom Krol: Massive, imperfect action.

Joe McCall: I just bought it. I’m buying it on PayPal right now, so you guys-

Tom Krol: Bam.

Joe McCall: …talk a minute while I finish.

Tom Krol: So, Cody, this is exciting, man. This is exciting.

Cody Hofhine: This is good stuff, because this is exactly what all the greats out there talk about. There’s so many, if this is something you’re looking for, if this is truly who you want to be, the best part about it in the day and age we live in, I mean, we talk about Tony Robbins all the time. He’s one of my favorites. I just got back from, in fact, my voice is still recovering from that shout out all weekend long. But it’s interesting to hear all of the great people talk about in the day we live in it’s, the resources are there. If we’re struggling with weight, it’s not that there’s not a gym on every corner, there are, the resource is there. It’s the lack of our resourcefulness. So, there’s no need to reinvent the wheel. There’s no need to try-

Tom Krol: Right.

Cody Hofhine: …and go struggle. There’s so many great people out there in the coaching field, and there’s so many ones that may not be, shouldn’t be in the coaching field, but there’s great people out there that you can follow exactly what they’re doing. There’s great mentors in this field.

Tom Krol: Well, I love, one thing I learned from Orrin Woodward is, he always taught me, be a leader not a bleeder. One thing we like to do is, as entrepreneurs, as visionaries, we’re at 50,000 feet. We have a lot of ideas. We’re moving 1,000 miles an hour, and the problem is when you’re developing a coaching program, there are absolute, 100 mistakes that, things like building out an entire product before you even are coaching students. Your first students are the ones who are going to help you build the product, not… So, little things like that that can save you time, money, energy, resources, focus, attention, all of that. I also want to kind of address who is on this line and why they are on this line. So, you guys, here’s the deal, in every business, no matter what business you are in, every single business in the entire country is divided up into three sections. The first section is producing the opportunity. That’s number one. Number two is seizing the opportunity. Number three is servicing the opportunity.
So, who we have on the phone today are three people who are absolute experts at all three of those phases. First you have Joe McCall, who is a marketing genius. He understands exactly how to attract a lot of attention, how to produce applications for coaching and all that stuff that’s involved with marketing and advertising, or what we call producing the opportunity. Then you have Cody Hofhine, who is in charge of seizing the opportunity. He is the one who says, “Okay, now, here’s how we move forward with all the work that is done in marketing, in sales.” Then you have myself, who is, I’ve really become what, I like to consider myself an expert in coaching how to get people results and how to do things like provide instruction instead of education. Education is the number one cancer of new students in any field. We have to get back to an apprentice type of instruction, a Mister Miyagi/Danielson type of approach on service. That’s really what I’m going to present on is going to come in and that’s going to be the fuel that’s going to grow your business. When you have so many students getting so many results and we’re talking about things like small wins and under promising and over delivering and things like that.
So, that’s why we’ve all come together, is because in each one of those areas, producing the opportunity, seizing the opportunity and servicing the opportunity, that’s where we, all three of us are going to be providing some expertise for you guys and it is going to be a complete, open book. We are completely going to be transparent with every single aspect of the business, from head to tail, from A to Z, you are going to leave that knowing exactly what to do. You’re going to be leaving that with a business on that last day. Absolutely.

Joe McCall: Yeah. That’s very good. I like to think of it in terms of attract, convert and deliver, right?

Tom Krol: Right.

Joe McCall: So, things that I love doing is creating marketing funnels. Right over there on my board, on my wall is a Double Comma Club. So, I earned this award for making over seven figures, seven? Seven figures doing, building funnels, right? Selling my products and my coaching services like that, but it’s easy to complicate that part of the business, but we’re going to break it down to what’s really, where it’s really, really simple, right? Building the front end funnels to get people in. Cody is really, really good with sales, the convert part, right? You get people that will apply for your coaching, whatever, but it’s one this to get them in, but it’s another thing to get them on the phone and talk to them, and see, like, “Hey, can we even help you?” But having somebody like Cody, who is a beast on the phone, he’s really good with not being over the top, pushy, salesy, slimy stuff, right?

Tom Krol: Right.

Joe McCall: But it’s just like, “We can help you. We know we can help you and this is how we can help you.” But getting on that phone for that convert part and then Tom, my goodness, nobody, and I’m going to ask you to talk about this, Tom, in a minute, about putting salt in the oats.

Tom Krol: Yes.

Joe McCall: I don’t know a better coach in the United States right now that helps his students, pushes them to success by forgetting everything else that doesn’t matter, but focusing on the single most important thing.

Cody Hofhine: Couldn’t agree more. Couldn’t agree more.

Joe McCall: Cody, let me ask you a little bit, could you talk about the, I like how you did it, Tom, the producing, seizing and servicing, but the seizing, Tom, Cody, I’m sorry, talk a little about what goes on and what you do in the converting process, the seizing process. Does that make sense?

Cody Hofhine: Yeah, absolutely, absolutely. First of all, when I get on them, it’s not sales. It really isn’t. It really is a listening game. In fact, God gave you two ears and one mouth, use them proportionately and you use it that sales process. People are on the phone for a reason. That’s what my job is, is to understand why are they on the phone in the first place, because something could be wrong, may be wrong, is wrong in their life currently that they’re not liking. Maybe they don’t like the nine to five anymore, maybe they don’t like working for corporate America, but you’ve got to listen to those things because if you can’t find out the why, why they’re on the phone, you can’t ever get to the point of seeing if your product actually delivers the solution to their problems going on, because it’s not about just get everyone in the funnel and then everyone gets to join the program. I wish that was the case. It’s just not. You still want to make it a good fit.
Maybe to show a little credit to the background of our coaching program that Tom and I run is we don’t bring on everyone. Everyone asks, “How are your students so successful?” It’s because on the front end, when we’re going through the seize the moments, seize the opportunity, we’re not letting everyone into the program. Our rates are really good, our success rates are really good because we’re bringing on the right people. We’re really listening, who is a great fit to build the community and maybe I’m doing a disservice by not telling you guys, it really is about the community. It’s not just about Tom. It’s not just about Joe. It’s not just about me. You get the right people in and you only bring on the right people and it ends up building an amazing community that people stick with.

Tom Krol: I’ve had an opportunity to watch Cody and what he does and I will tell you, there’s two things, too, that he does that is absolutely a critical. There’s a handful of things that I’ve noticed. Number one is the script that he has, what it is is he’s a truth teller and a truth seeker. So, the first thing that you’re going to realize with what Cody’s going to show you guys on the script is that he is actually listening and seeing if we’re a good fit. That’s key. Be a truth teller and a truth seeker on the script. The other thing is no jargon, right? One thing that I’ve notice Cody does is, and, Cody, I mean this with respect, is that Cody, it’s like talking to and eight year old, right? It’s very simple terms. When he’s on the phone, we break it down into…
One thing, I think, coaches tend to do is when they’re already successful, when they’re already making over a million dollars a year, what happens is they start to use jargon, acronyms, all this high level, these fancy, pretty words. Automation, system scaling, growth, this stuff doesn’t mean anything. It doesn’t mean anything. It has different definitions depending on who you ask. The bottom line is you have to define what they want and why they want it. No jargon, be the rookie, don’t be the expert is key. I think being a truth teller and a truth seeker with that script is key and no jargon. Being the rookie is key for what I’ve seen Cody, that what he’s been able to do in that area, which is key.

Cody Hofhine: And the scripts can be shared with anyone, by the way. This is a hot script. This is what my sales floor uses as well. I mean, that’s exactly it. The script is key and we’ll be going over that in depth, by the way. I’ll be giving away that script.

Joe McCall: Good, good. Tom, let’s talk about salting the oats.

Tom Krol: Yes.

Joe McCall: I love this about Tom, because he cares so passionately about his students. You’ve heard the saying, “You can take a horse to water, but you can’t make him drink.” Or something like that, right? Tom, you say yes to that. Why?

Tom Krol: Oh, this is like, I remember when I wrote this post and it’s so true. I think what some people do, what the wrong people do, is, and I know this is a little off putting to some people, but what they do is they get into the business and the first thing they want to know is, “How do I make money? What’s the best way to make money?” I think the question is you have to ask, “How do you help people?” I know that sounds cheesy, but it’s really true. If you approach it, if you chase the right rabbit, the money is not going to be a problem, but you have to chase the right rabbit. One thing we do is sometimes coaches will say, “Well.” In private conversations, “Well, you know, I gave them the information. I can lead a horse to water, but if they don’t drink it, it’s not my problem.” BS. BS.

Joe McCall: Yeah.

Tom Krol: I call BS on that, right? And I’ll tell you why, because the bottom line is you’ve got to… One thing I always, and Cody will tell you this, anyone on our team will tell you this, I always say, “You guys, I want to pretend like something happened to you and your wife is in this program, or your daughter, or your son is in this program. I want you to treat the students with that level of respect and care.” You can’t just bring the horse to the water, you got to cup your hands and bring the water to their mouth. The reason that they aren’t successful or continually buying programs and not being successful, it’s sometimes little things like fear of success, hitting this glass ceiling that they continue to hit. So, you’ve got to understand why they’re not succeeding and how to make them succeed. One of the keys with that, what I am really looking forward to showing everybody is this methodology of instruction over education and small wins. Small wins is so key. So, if we could just get the water to their lips and then they start to…
I know, I mean, I hate to use this analogy. It sounds funny, but it’s really true and putting salt in their oats is all about the motivation. Understanding why people aren’t doing what they’re supposed to be doing. A lot of people talk about, “Tom, I’m struggling with time management.” Well, this is really easy. The reason you’re struggling with time management is it’s impossible to manage time. You simply cannot manage something that continues on without you. It is totally out of your control, but what you can do is if you start to shift your perspective and understand that it’s all about priority management instead of time management, then all of a sudden you can move a mountain, right? So, I think that the way you put salt in people’s oats and you force them to drink and you shove it down their throat is that you have to shift their perspective. It’s not the postcard. It’s not the contract. It’s not the script. That’s not why our students are having so much success. It’s instruction over education and it’s motivating them the right way to take action towards small wins, not some distant win that’s all these weeks or months away of a deal or something like…
Small wins, small baby steps. Holding them accountable and how to do that in an effective way even if you’re married with five children, like I am and had to do that where you have your time, but you can do this in an effective process that is repeatable without you having to be constantly plugged into the system, which I think is one of the most important points.

Joe McCall: Very good. Very, very well said. Let’s talk real quick about who this is for and who it’s not for, okay? This is for somebody, and you guys add to what I’ll say here, this is for somebody who, you got to be doing deals already, obviously, right? You need to be already successfully doing deals. We’re going to be teaching the coaching business, but we’re going to be kind of tailoring it towards the real estate investing crowd, right?

Tom Krol: Yes.

Joe McCall: So, it’s going to be helpful if you are into real estate, although I would say the stuff you’re going to learn from us would apply to any industry.

Cody Hofhine: Universal. Absolutely.

Joe McCall: Yeah. So, just think about that, but you need to be successful in what you’re already doing, okay? We’re not going to let anybody in. We’re going to get on the phone and talk with you to make sure you’re a good fit. So, you’ve got to already be doing the deals, and you have to have a passion for helping people. What else, guys? Who is this for?

Tom Krol: Yeah. I think, I want to just deep dive that for a second, because there is a little bit of a belief out there from one of my most favorite authors, I’m going to give them a little bit of a dig, so I’m not going to say who it is, but the book is right behind me on this shelf, on one of those shelves. He says in the book that, “Well, if you know 10% more than the average person, you can coach it.” Thhhpp. No.

Cody Hofhine: I know who you’re talking about, because it’s right there.

Tom Krol: Yeah, yeah. So, let me say this to you guys right now, I totally agree that one of the secrets that Joe and Cody have is their enthusiasm and one of the secrets I have is the enthusiasm for the subject matter because we’ve experienced the results. If you want to make marketing, advertising, sales and service easy, you’ve got to have that enthusiasm. You don’t have to be a great sales person. As a matter of fact, one of Cody’s favorite books that he recommended to me by Frank [Benniger 00:29:57], I think, it’s all about enthusiasm. So, it’s not about just having the knowledge, it’s about experiencing the results and wanting to share those results. You will naturally attract people if you’re enthusiastic. So, yes, to double down on what Joe said, if you’re struggling or you’re not really getting results from what you’re doing, teaching it is not going to make your life any happier. It’s going to add stress and a frustration and we want to avoid all that. We want you to be sitting on the beach and with rave reviews in helping people and enjoying life and make… The rules of life are super easy. So, you’ve got to have some serious success with what you’re wanting to teach. It’s got to have impacted your life in a meaningful way.

Joe McCall: Very good. Cody, do you want to add to that?

Cody Hofhine: Yeah, I was going to say, make sure things are in place for your business. Make sure you are doing the business, first and foremost, that you’re acting you’re doing, because that will be the first thing that’s sniffed out. When they see you’re not doing the business, you’re probably not going to be an effective coach. Ultimately, that’s maybe some of the things we receive, we get students, in fact, I think the key thing is is having a mind set of, an abundant mind set. One of the first books that we read and have all of our students read is The Four Spiritual Laws of Success. With that being said, it’s all about an abundant mind set. There’s multiple times when people call us and they’re not the right fit, so what do we do? We send them over to Joe, because we don’t teach virtual wholesaling, right? It’s knowing that when you give, it comes back. You’ve got to have that true abundant mind set, that givers gain mind set. It’s truly, when you are a giver, you gain. It’s not in it for money. You’ve got to be doing it in the business.
You’ve got to love them, because I will tell you something that Tom probably didn’t sound too much because it’s about himself, so I’ll do it. Whether your belief system is a God, whether it’s karma, whatever it may be, one thing that I have absolutely admired and I’m so grateful every day that I get to be a business partner with Tom, is the fact that he called me up one day and said, “Hey, Cody, let’s take every Monday and let’s pray for our students. They’re bringing their hard earned money over to us and let’s pray for them and pray for their success and make sure they succeed.” I literally just teared up and it was rolling down my face. My wife’s asking me what’s wrong and I said, “I love Tom. I just love this guy. This guy has the biggest heart to help his students.”
Really, that’s what it takes, guys. It’s not easy and it won’t be easy, so those listening, when you think about coaching and, “Oh, man this is so awesome.” Know that it’s not easy, but we have the processes in place to make it simple. We have the simple instruction to make it work, but it’s going to take work. It’s going to take busting your tail off, but it’s worth it because you’re giving back. You’re building up, you’re helping others.

Tom Krol: Right. Just to clarify one point, too, is that if you have done the business and now are retired and wanting to move into coaching, you don’t have to be actively doing the business, that’s fine, but you have to have, like I said, have had a meaningful impact. The strategy that you’re going to teach in real estate or otherwise, has to have impacted your life in a meaningful way at some point. Otherwise, I think it may not work out, but yeah.

Joe McCall: All right. So, very quickly I want to talk about who’s it not for and then we’re going to talk about what they’re actually going to get at the workshop, okay? So, who is it not for? You got to be nice. We’ve already kind of talked about this. If you’re a jerk, you’re not going to get along with us and you’re not going to be a good fit. You’re not going to be a good coach. What else? Who is not for, Tom? [inaudible 00:33:13]

Cody Hofhine: Yeah. Those leading with money. Those thinking, “This is a great opportunity to make a lot of money.”

Joe McCall: Yeah.

Cody Hofhine: Probably the wrong attitude, the wrong personality to be there. It should be all about serving, helping, loving, bringing up your next person.

Tom Krol: Yeah. I think you’re right, too. It’s really going to be, if you’re not a people person, I think sometimes people, they’ll say, “Well…” Right on day one, actually, Joe, this is another person that we both know and he said, “Well, I really don’t want to be too involved, so how do I limit my time and exposure.” Here’s what I’m going to tell you right now, if you’re not interested in people, if you’re not interested in helping others, and I really mean this, this is not just some, I mean, if your knee jerk, first question to us is, “How do I make a ton of money without having to actually do something or do something once in a…” It’s going be a little bit of a process and you’re going to have to learn these tactics of learning what gets people results. It’s not about putting out the information and then just selling it and stomping a price tag on it.
I think that’s what Cody’s really saying, too. So, you really do have to be a people person. You have to enjoy speaking to students and helping them, and if that’s not you, that’s okay. That’s not a big deal. Some people, I know I have very, very good buddies who are just like, “Leave me alone. I want to be off the radar. I don’t want for whatever reason.” I totally get it and respect it, but I would definitely emphasize what Joe and Cody have just said. You truly got to be a people person. You got to be kind of friendly, nice, outgoing. There’s no way to avoid your students, so you might as well just become friends with all of them. That’s my advice.

Joe McCall: Very good. All right. So let’s talk about what they’re actually going to get at the workshop. Again, it’s a three day workshop. We’re doing it in Florida where it’s nice and warm, and we’re going to be doing it, hopefully, near the beach, right? We’re talking about that right now.

Tom Krol: Yes.

Joe McCall: It’s going to be an actual workshop, right? So, we’re not going to be doing a ton of teaching. You are going to be taking a bunch of notes, but our goal is to have you walk away with an actionable plan, a clear plan of attack so you know what you’re going to do. I’ll just cover on my end, on the technical side of how to get people in, the marketing plans. I’m going to give you the templates. I’m going to give you the funnels. There’s certain tools that I use that real simple, but I sometimes have to be real careful and hold back. Like, don’t overwhelm with the technical stuff, right? So, I’m going to give you the resources and the people that I use in my business to build the technical stuff for you, right? So, if you don’t want to do that stuff or you easily get overwhelmed with, “How do you do web sites? ?ow do you do webinars? How do you do podcasts? How do you do funnels? How do you do membership sites and email auto-responders and all that fancy stuff?” It’s okay, relax. Tom and Cody both know zero about that stuff, right?

Tom Krol: Zero.

Cody Hofhine: Zero.

Tom Krol: Goose egg.

Joe McCall: Right. I’ll show you, I’ll give you a list of the tools and I’ll give you the names of the people that can actually help you install it, build it and set it up for you. Some of it I can even do it myself for you while we’re at the workshop, so that the technical side of things of how to build the funnels, how to get people in, how to attract a mass amount of people through maybe videos and podcasts or just Facebook ads or stuff like that, I geek out on that stuff. I love it and you’re going to be walking away with some really good resources that you can maybe even implement while you’re there or I’ll give you the names and the people that I, personally, use that can implement and install that stuff for you and your business, okay? Tom, why don’t you-

Tom Krol: Yeah. So, first of all, I just want to say what somebody may not be realizing is what Joe is saying it takes years, right? Years to learn, because it’s not just what Joe knows that works, it’s what Joe knows that doesn’t work. It’s all of the, you’re listening to a guy with Joe McCall who’s in the high end coaching with Russ, what is the…

Cody Hofhine: Russell Brunson.

Tom Krol: Russell Brunson, right, and all of these, he’s gone through years of seminars. Every time I talk to Joe he’s at a seminar or he loves this stuff and he eats it up. So, it’s not his success that you’re going to get to emulate, it’s his failure that you can avoid. I mean, this is the key where you want to be a leader and not a bleeder. You don’t have to be a trailblazer. I just had a conversation with a coach who spent all this meticulous time on creating this thing and I’m like, “This is not going to work.” And sure enough, it’s not going to work. So, it didn’t work, so I think that’s the key.
As far as my end with service, I am going to, the bottom line is I want to say one thing first, all three of us are going to be a completely open book. There is nothing that’s going to be held back. I know sometimes people do a seminar and then there’s an upsell and you have these aggressive people who are walking around the room trying to tell you how to mortgage your house to get more coaching. It’s not going to happen here. So, completely open book. We are totally transparent. We are going to share everything on exactly how to do this, exactly how to build it, which is going to be super exciting.
My focus is going to be servicing the opportunity. Bottom line, getting these people results. I’m going to deep dive it. It’s a practice that I’ve been studying now for a long time. We have tremendous results. I want you to remember that the results are what’s going to be carrying you forward. Joe can launch you, but if everybody who’s buying your product is asking for a refund, it’s not going to work no matter how slick the marketing is. So, I’m going to show you how to have that perpetual fuel that’s going to pass the moon and go right to the stratosphere.

Joe McCall: Let me say something to add to that and then, Cody, we haven’t forgotten you. We’ll get to you.

Cody Hofhine: No, no, no. I love this. I’m getting sold. I want to buy your product now, and I already know you guys.

Joe McCall: All right. I want to explain something, too. You don’t have to have fancy, complicated, spend hundreds of thousands of dollars in funnels and systems. I mean, you look at what Tom has done with his… I look at his membership site and I’m like, “Are you kidding me? There’s like five other tools that are way better than that, right?” But it doesn’t matter. Right?

Tom Krol: Right.

Joe McCall: But we’re going to show you different ways to get people in, and I just wanted to clarify, if you look at Tom’s coaching business, you don’t need fancy funnels to get people in. Tom keeps it super simple, just does one thing really, really well. So, you don’t have to have a huge, national audience to get into coaching either, right? You can do a local coaching business. You can do a regional coaching business or a national or international coaching business or what not, but we’re going to show you that you can keep it really, really simple. I just wanted to clarify that because it’s easy to show all of these fancy funnels and different ways, a hundred different ways to get people in. You just need to be really, really good at one thing, and we’re going to be helping you find what that one thing is for you.

Cody Hofhine: Awesome.

Joe McCall: Cody, what are you going to be delivering?

Cody Hofhine: I love this and I was going to say, add to that, so that we can kind of surround this, look what’s going on here. It’s not the Cody show. It’s not the Joe show. It’s not the Tom show. It’s a collaboration of the best of the best to come together to create the best product. We don’t want to deliver just a half way result. We want to deliver results, so we got the best in each category. Whether it’s getting the marketing going, closing the deal, and then servicing the students. It’s the best in each category. We’re not all trying to jump and all coach all different parts of this. We’re all going to be uniquely, singular focused on one thing, so what sells? It’s going to be the script. There’s power behind it. You’re going to understand it. We’re going to be breaking this down and deep diving the psychology behind it. How to just switch just little words can make all the difference. There’s ways to ask questions that can come across negative and can come across positive and they’re getting the same result, they’re getting the same answer, but how you word things is all the difference. People ask me that all the time and it’s all about the wording. Joe, we talked about this in Orlando, talking about how you ask a student-

Joe McCall: I remember.

Cody Hofhine: …to lead a testimonial versus, “Hey, can you go on there and share your story? People would love to hear your story.” There’s just unique ways on how to make sure that this sales process works. So, there’s going to be the script. We’ll be going through this step by step, so that you’re going to be good. Then really, from there, it’s just the verbiage. The verbiage is key in this and I’ll be breaking this down step by step so you can not fail. You’ll be getting on the phone and you’ll sound amazing.

Tom Krol: Also, just by the way, one thing I know about Cody is it’s also the logistics, how to set up that kind of an operation in a very super simple, effective way, because there’s a lot of people out there doing it the wrong way. So, I want to talk about our experience trying to find somebody to do the sales and to get me off the phone, but I could tell you some pretty funny stories, which I will not tell right now. Maybe I’ll say, I’ll repeat them in Florida. So, logistically that… The other thing, too, I want to say is we are updating our Podio, our CRM. Yeah, we are going to… Well, Joe, go ahead, I’ll let you, but that’s going to be something that, yeah.

Joe McCall: I’m excited about this because I love Podio. They call me Podio Joe.

Tom Krol: Podio Joe. Podio Joe.

Joe McCall: I have built an entire coaching platform on Podio that’s second to none. Cody and Tom, now, are, I’m helping them design their own for the CRM side of things when people come in, right? But I also have a platform where your students, you actually give it to your students, that delivers the content, that has the schedule for the coaching calls, has the deliverables inside of it and it also provides a place for accountability, where your students and clients can report on their progress, can give you their score card, can ask the questions. You can track your notes and your action items that you are discussing, right? So, there’s a whole coaching platform that you can go out… And literally, I have looked at all of them, all the different software out there to kind of help manage a coaching business. None of it works for what we do, and Podio gets you 99.5% of the way there. So, we’re going to be giving away that entire Podio platform. The CRM side of things that Tom and Cody use to get people in and manage them, make sure nobody falls through the cracks and then the actual delivery side of it to actually give it to your students. Does that make sense?

Tom Krol: It makes sense. And just to give you guys an idea of how just that little bit of information is so key, we were looking for a new CRM because we’re using something that’s just not working now. It was great to get started, but it’s no longer a fit. The tool that, I won’t say what tool it was, but we had looked at a lot of tools and the one we were looking at was $7500 and 25K a year after that. We were able to get everything we needed out of this new CRM. So, this template is going to be based on existing processes. What you’re going to receive, and if it’s not at the event, it will be emailed to you right after, is the actual… It’s not just that it’s the CRM, it’s all of those built in processes for how do you do A, B, C, and D? All of these variables that you don’t have to, you’re not going to learn the hard way, not to do this and to do that instead. So, the value is that, not that it’s just going to be set up for you-

Joe McCall: Sure.

Tom Krol: …but it’s also going to be all of the built in processes. I can’t overstate that enough. That’s going to be tremendous.

Joe McCall: Let me say one more thing, too. When the workshop is done, we’re not done, too. We’re going to be doing follow up webinars with everybody who’s there and we’re going to be helping you… You’re going to walk away with an action plan. “Okay, this is what I got to do. This is what I have to install. This is what I need to do.” So, we’re going to do follow up webinars. We don’t know how many yet, but after the event to kind of help you where you’re stuck, answer any questions that you have, hold you accountable to what you said you would do and things like that. So, it’s not just a workshop that’s one and done. We’re going to provide some support after the event as well, after the workshop.

Cody Hofhine: You can call in. The one thing I was thinking, Joe, when you said that, you can’t take it all in. This is going to be a drinking from a fire hose, so it’s making sure that we always deliver, make sure we keep you on track. There’s going to be things in each one of these categories that you’re going to need the help with. You’re going to need follow up now. “Okay, I talked to someone, but they didn’t buy the product.” There’s going to be touch up on that. Do we do it through text? Do we do it through email? Do we do it through a voice mail? Do you do it through… There’s so many different ways and each one of us has a process that we’re going to be going along on those webinars, so that we’re making sure that we’re really capitalizing on all three of these areas, the marketing, the sales and the servicing.

Joe McCall: Very good. Cool. So, we’re limiting this to just 20 something people. Might be 20, 25, I’m not sure, but it’s going to fill up. It’s coming up real soon. I do have the domain now. I did buy it.

Cody Hofhine: I like that name. I like that name.

Joe McCall: Go there right now. We’ll get on the phone and talk about you and your business. We’ll talk about the price on the phone. It’s not cheap, but it’s very affordable. If you implement what you’re going to learn in this workshop, you’ll make it back in a few weeks, guaranteed. So, We’ll probably have more information about this. We’ll have a little place where you can fill out a survey. You get on the phone with one of the three of us. We’ll talk about what it is. It’s going to fill up, so you need to hurry up and get there right now, okay? So, as we’re recording this podcast, we’ll be releasing it in a few days. This workshop is coming up. We don’t know if we’re ever going to do this again, so there’s no guarantee that we are going to do it again. It’s really, really important that you get into this workshop because I’m excited about this. I know, just from listening to what Tom and Cody have been saying, I’m going to learn a ton from these guys that I’m excited about. It’s going to be fun, man. I’m looking forward to it. Tom, Cody.

Tom Krol: Awesome. I can’t wait. I’m going to get busy now. I’m going to tie up the next two or three days trying to design a logo for this. No, no, no, I’m just kidding.

Cody Hofhine: Don’t let a logo [inaudible 00:46:34].

Joe McCall: Tom. Tom just did something radically different in his business. We’re going to have words after this.

Tom Krol: I had a, what do you call it? A student, so… No taking more than 10 minutes to come up with a logo, guys.

Cody Hofhine: We’re going to create business cards and we’re going to get cute shirts.

Tom Krol: Yeah, yeah. Don’t get, don’t get… I’m excited, guys. This is going to be super awesome. So, I’m looking forward to it. Yeah, we’ll do it once and we’ll see how it goes, but, yeah, let’s do it. I’m super excited. It is coming up super quick. It is, right now, as we record this, it’s March here, so it’s coming up in five weeks. It’s, yeah, super, super quick here.

Joe McCall: Let me say something, too. If we decide to do this workshop again, if and if we’re reusing this video, don’t get on us for using the wrong dates.

Tom Krol: Oh, yeah.

Joe McCall: We’ll try to fix the dates later, but we don’t know if we’re going to do this workshop again. It’s coming up. So, just go to the and give us your information. Tell us a little bit about you. We’ll get on the phone and talk about whether you’re a good fit or not and if you are, we’ll discuss the details and how to get here again…

Cody Hofhine: So, on, what is it? An application?

Joe McCall: It’ll be a page that gives a little bit more information and then they’ll be an application button on there-

Cody Hofhine: Cool.

Joe McCall: …that-

Cody Hofhine: Allows you to book, all right.

Joe McCall: Yeah. Book and call.

Tom Krol: Awesome. I love it. I love that I don’t know that. That’s awesome. Good stuff, guys. All right. Well, good. Awesome. I love it. Thank you for doing this Joe and Cody. I appreciate it. I’m looking forward to spending some time with you guys down in beautiful Florida.

Joe McCall: Yeah.

Cody Hofhine: Gentlemen, it will be an honor. Really. I can’t imagine any other people that I’d rather do this with. So, really. I appreciate both of you and I’m looking forward to this.

Joe McCall: Ditto. All right, guys. We’re signing out. We’ll see y’all later. We’ll see you guys.

Tom Krol: See you guys later.

Cody Hofhine: See ya.

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