How to Create Ambassadors Out of Your Competitors : 5 Steps to Marketing the Contrarian Way In this upcoming workshop, I’m going to share with you the simple, yet unconventional inspiration that allowed me to make an extra $26,000 of revenue in my first week of implementing it. All derived directly from the customers that my competitor was eager to give me. Here are some of the success stories from people that have used my teaching: - Winona R. made $9,125 on her first referral from one of her competitor. That same referral source has now sent her another client that will bring her an extra $16,000. - Adam C. received $4,800 from using what I taught him in the first week. - Jason C. went directly to his largest competitor and within 3 weeks, negotiated a major contract. Today, he has garnered two more deals from that same competitor. Want your share of the pie? This one day course is all about getting other businesses in your industry to champion your product and become a lead generating machine, for you! Best of all, you’ll be learning how to leverage their trusted reputation to convert those leads into CASH nearly 100% of the time. This workshop will be available again at a future date. Details and inquiries, please visit http://www.suatruong.com/home/partnership/coaching/

1. How to Turn Your
Adversaries Into
Profitable Allies

2. MY LIFE MISSION
 I, Sua Van Truong, hereby declare before myself, others
and the Universe, that my primary purpose in life is to
be a great leader in the community for assisting people
to earn an abundant income without the need to sacrifice
the time with their loved ones.
 I do this by teaching and mentoring people to increase
their skillset so that they will become more confident in
themselves and their unique gifts. This will allow them
to embrace their self-worth which will enable them to
ask for fair compensation for providing their
 I have in return the opportunity to be showered
financially for touching their lives and changing it for the
better. This allows me, along with my family to travel
around the world to touch and impact many more
families in profound ways by teaching people how to fish
or be a better farmer.

3. CORE VALUES:
 Lead by Example
 Integrity and Accountability
 Be Genuine, Be Real
 Family First – Yours and Ours
 Win-Win-Win for Everyone
 Reciprocity – Give Because I Can
 Always Open to Opportunities

4. UNDERSTAND:
WHY YOUR COMPETITORS DO NOT
REFER YOU BUSINESS?
5 - Bad for business to give away client
4 - Against company policy = fired
3 - Job is to bring in business
2 - You may hurt their relationship with
that client
#1 – Programmed to NOT trust you =
“Your competitor is the enemy” mindset
Heart versus
reality

5. 5 STEPS TO BUILDING AMBASSADORS
1. Uniquely Gain Attention
2. Tailor Your Approach
3. Paint the Story – the Pain Story
4. What’s My Irresistible Offer?
5. W.I.I.F.T

6. GAIN ATTENTION
 How to get access to your competitor?
 LinkedIn / Board of Trade members list
 Customized email (see Linkedin),
 Phonecall to follow-up
 Unconventional mails (ex. Garbage can with letter
wrapped inside and coffee gift card)
 “I have provided a garbage can so you won’t need to throw
this letter in the garbage. I have included a gift card for
you to enjoy coffee or tea on me. In case you enjoy that and
could spare a few minutes to learn how I can increase your
value in your business and increase your income; let me
know and I will buy you another drink.”
 Send proposals in register mail or courier
 Hand deliver mail to the secretary with a gift card to
the secretary

7. WHAT’S YOUR STYLE?
 How do you approach people?
 How should you?
 Are you aware of your “style”?

8. PERSONALITY TYPES
TYPE STRENGTHS WEAKNESS
Analytical Thinking
Thorough
Disciplined
Excludes feelings from decisions
Goes too far; perfectionist
Too rigid or demanding of
self/others
Amiable Supportive
Patient
Diplomatic
Tends to conform to wishes of
others
No time boundaries; things do not
get done
Not assertive or directive
Driver Independent
Decisive
Determined
Has trouble working with others
Does not take time to consider
other perspectives
Domineering; too focused on doing
it “my way”
Expressive Good
communicator
Enthusiastic
Imaginative
Talks too much
Comes on too strong
Dreamer; unrealistic

9. PROCESS TO CONVERT
A.D.K.A.R.
 Awareness – acknowledge, what is and isn’t
working for them? Show them the big picture
 Desire – they can win new business from old
client (show them how they can)
 Knowledge – experience a new way of doing
business & get more ideas from working with me
 Action – Just do it. Do you currently have
anyone that you can no longer help? Or decline?
 Reinforcement – Share previous experience.
Results, remind that client has strategy in place
to return to them next year or 6-12 months as
new “qualified” client!

10. 1. Communicate that there is a problem
2. Active listening (is key) – Feel, Felt, Found
3. What is and isn’t working – Rinse/Repeat
4. What are my options? How can I help?
5. Why partner with me? Focus on the most
important reasons to change
TAILOR YOUR APPROACH

11. PAINT A STORY, BE A STORY TELLER
 Relate with stories to acknowledge existing and
mutual problems – nobody wins
 Acknowledge elephant in the room = client gets
no help WILL go elsewhere and may move all
their business there
 What IF I am brought in to help YOU?
Acknowledge problem #1 – why banks don’t refer
 Be the Bad and the Ugly or the Good Hero?
Win  Win  Win
 Status Quo or be different? Want to make a
difference? Robert Frost poet

12. Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;
Then took the other, as just as fair,
And having perhaps the better claim
Because it was grassy and wanted wear,
Though as for that the passing there
Had worn them really about the same,
And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way
I doubted if I should ever come back.
I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I,
I took the one less traveled by,
And that has made all the difference.
The Road Not Taken
By Robert Frost

13. WHAT’S MY OFFER?
 Know your WHY
 What is your TRUE intention?
What’s the exit plan? People quit industry?
 Do you understand their pain?
Ask, ask and ask more
 What is your solution?
 Why are you doing this?
 Ask for the partnership!

14. SCARCITY VS ABUNDANCE

15.  Benefits of doing more than their job
description
 Why it pays to be a hero
 Why giving away business will bring more
 How to receive more opportunities
 How they can stand out from the crowd
SHOW THEM “WIIFT”
– WHAT’S IN IT FOR THEM:

16. #1 - MORE THAN JUST MY
JOB DESCRIPTION
How to Do
More Than
Just Doing
My Job?

17. #2 WHY IT PAYS TO BE A HERO
“People don’t care
how much you know
until they know how
much you care,” John
C. Maxwell
How to Be a
Hero?

18. #3 - GIVE AWAY BUSINESS
TO MAKE MORE!
How Can You
Give to Make
Money?

19. #4 ALWAYS BE OPEN FOR OPPORTUNITIES
How and Why is Always Better Than What.

20. #5 - STAND OUT FROM
THE CROWD
 Others’ centered
networking focus
 Volunteer to help at
every event
 “How can I help you”
attitude
 Which of my client can
benefit from your
service or product?
Going the extra mile
How to Gain
Publicity By
Helping
Others?

21. DOES THIS REALLY WORK???

22. 5 VANCOUVER TOUR GUIDE BUSINESS
PARTNERING UP

23.  Coaches, Mentors, Continuing Education
 Scripts, Practice, Feedback, Revision
 Connecting with the Right People
ARE THE 5 STRATEGIES THE
RECIPE TO YOUR SUCCESS?

24. FREE MONEY & FREE LABOUR
 Grant to train them $10,000
http://bit.ly/1Lp1J8c
 Wage subsidies:
 http://www.getyouthworking.ca/ Three at $2800
 Up to $50K http://bit.ly/1drtxpv
 Internships (Vancouver Filmschool, BCIT)
 http://www.vancouverinternships.ca/sip.html
 http://bit.ly/1d6Xjaf
 $13,200 http://bit.ly/1IpvbI1

25. LATIN - “SEIZE THE DAY!”