brad sugars


Brad Sugars is a bestselling author and the #1 Business Coach in the world, according to Entrepreneur Magazine. Brad came from humble beginnings but has built a life and a business that many would cite as the very definition of success. Brad is the founder of the global business coaching franchise ActionCOACH, which has over 1000 offices in 81 countries, working with tens of thousands of business owners, delivering his simple yet powerful business growth techniques. 

In this episode, Brian and Brad discuss how already successful business owners in the real estate world can find exponential growth with the power of learning.

In this episode we talk about…

  • 3:23 – Brad’s Background, Life as a Father & Day-to-Day Activities.
  • 8:24 – How exactly did Brad develop coaching into a successful franchise?
  • 12:50 – “there are no secrets to success, just books you haven’t read yet”
  • 15:35 – There are five basic core disciplines of business with exponential growth, what are they?
  • 26:58 – They importance in understanding management.
  • 33:55 – Brad owns eight companies, here are his tips on a great work/life balance.
  • 38:50 – These are must-read books that have made the biggest impact on Brad’s life.

Show Transcript

Brian Charlesworth: [00:00:36] Hey, everyone. Welcome back to the Grit podcast. I’m Brian Charlesworth. I’m the founder of Sisu and your host of the show. And today is such an honor. I’m here with Brad Sugars. Brad is the founder and CEO of Action Coach. Action Coach is one of the largest coaching companies in the world. I had the honor of working closely with hand and learned about his business about six, seven years ago. Brad is a national speaker. My understanding is and I’ll let him correct me on this. But my understanding is that he’s the author of 19 books, if I’m not mistaken.

Brad Sugars: [00:01:10] 17 still in publish. There’s two of them we don’t publish anymore.

Brian Charlesworth: [00:01:13] Yes. I was I was close. I was close.

Brad Sugars:  [00:01:15)I Prolifically. Keep putting out material, I guess.

Brian Charlesworth: [00:01:22] Brad’s part of the Forbes coach’s council. He has his own podcast where I know that you’ve had Grant Cardone as a guest, which that is totally cool, right?

Brad Sugars: [00:01:33] Actually, yeah. Yeah, that was actually the guy was Grant’s guest on his show. Oh, that was kind of cool.

Brian Charlesworth: [00:01:40] So you go from grand show to my shows. How does that make me feel? Right. So anyway. Out Brad is a total bad ass. So it’s an honor to have him here today about seven years ago. Brad and I were actually talking about doing business together. One of the many, many mistakes I’ve made in my life time is I let that opportunity slip by. So with that, Brad, do you want to tell us more about yourself and correct any of those mistakes I made with that intro?

Brad Sugars: [00:02:09] Yeah, there’s only one mistake you made, and that was that action coach is one of the biggest business coaching companies in the world. It is the biggest by far. Yeah. Yeah. I’m only saying that because we get to help business owners now in eighty one countries.

Brad Sugars: [00:02:24] We just opened in Russia. We’re about to open in Greece. So yeah, that’ll be 82 countries where we get to help people. We help we are business owners and executives become better at what they do and therefore build bigger businesses. And I think I’ll be doing that now for 26 years and still love doing it. And yeah, I’m excited to be here. Chat today.

Brian Charlesworth: [00:02:47] Yeah. Awesome. I’m super excited to have you here. You know, most of our listeners are in the real estate world. And these are people who are building some amazing businesses. I mean, if you saw some of these guys are doing anywhere from a hundred homes a year to 5000 homes a year. Just incredible. Right. Hundreds of millions of dollars in transactions. And they hear from real estate coaches all the time, but not necessarily business coaches. And a lot of real estate coaches are also coaching business. But just hearing from you, I thought would be just an amazing experience for everyone. So maybe you could give us some background on yourself. Brad, how did you get into coaching? How did you become an entrepreneur? And now you’ve been an entrepreneur your whole life. I know you went to Tony Robbins like years and years and years ago.

Brad Sugars: [00:03:34] Tony Robbins when Tony was still young. He’s since the 60th birthday coming up. Listen, you know, my background is mostly as an entrepreneur still today. I’m chairman of Action Coach and I run the company anymore.

Brad Sugars: [00:03:51] I run I have eight companies that I run. I actually just bought another one. So it’s nine companies that are running two days a week. I’m the father of five.

Brad Sugars: [00:03:59] So I prefer to actually hang with my kids than work and take vacations and spend their time. Most of what I’ve done in my life is fix broken companies. And then I learned later on, if you ever see the movie branded, did you watch the founder the right croc’s movie? Yeah, that’s more of what I do today.

Brad Sugars: [00:04:21] Take more of what I do today is I find good companies and and I explode them someway, usually take them to a global front because it’s a lot of great companies that are running in one city, one town, one country then.

Brad Sugars: [00:04:36] And they just need to be in, you know, 50, 100 countries rather than than one or two cities. Okay, awesome.

Brian Charlesworth: [00:04:45] That’s so true. And sounds like you’re coaching companies in 81 countries. So very impressive. Brad, you say your. I compare you to Elon Musk, right? Running eight companies and two days a week. How do you do that?

Brad Sugars: [00:05:00] Yeah, look, Elon works his butt off, though. He likes to work long hours. You know, the way you build companies is you build people, you build people. You build systems. And then you build people who build systems.

Brad Sugars: [00:05:12] And so if you can build the people, I was probably 20 years old at the mine, the first and most important lesson around humans in a business. And I went to my dad one day and complained and said, Dad, you know what? I just can’t get good people. You look me dead in the eye and say, Brad, you get the people you deserve.

Brad Sugars: [00:05:28] So, you know, you’re an average manager running an average business, highest caliber of employee. You’re gonna get his average. And sadly, it was one of those lessons that as much as it hurts at the time. It was it would have hurt more not to gain that lesson at some point.

Brad Sugars: [00:05:46] So, you know, I have great CEOs to run my companies and some great partners in several of our companies who run the day to day of those.

Brad Sugars: [00:05:54] And I operate as the chairman and get on board meetings each month and. Some of them each week, but that’s generally when we just buy them, I get on it each week and make sure they’re on track.

Brian Charlesworth: [00:06:06] Great, so if you don’t mind me asking, your dad gave you some really, really good advice. What did your dad do? What’s his background?

Brad Sugars: [00:06:15] He started out as an accountant. Same as me. Good old accounting. I think we both had the personality for it.

Brad Sugars: [00:06:24] And then he went to management. And so he ran piping companies for many years. Big manufacturers of concrete pipes, PDC piping, you name it. And then built his own business, building fiberglass to make big fiberglass business, stone, fiberglass joints and joinery and things. And you name it, if it was made out of fiberglass. They could do it.

Brian Charlesworth: [00:06:48] Ok. So you started ACTIONcoach. How many years ago?

Brad Sugars: [00:06:52] Twenty six years ago. 1993 August of 1993. So this August to be our twenty seventh birthday.

Brian Charlesworth: [00:07:02] So you were what twenty–young twenties.

Brad Sugars: [00:07:05] Yeah. Yeah. And so it was real interesting because what happened was I had photocopy shops kind of like FedEx, Kinko’s, that sort of thing. I was Kinko’s in the game that exploded. And a lot of my customers, the small business owners. And so they needed help. And I just started writing a newsletter about stuff you could do to grow your business. And of course, everything in my newsletter to grow your business included photocopying. So, you know, that was our business. And I I remember writing a newsletter one time and having so many small business. I was asking for help. I thought maybe I’d just do a seminar. And I did in my store. And all of a sudden, here I am. Twenty seven years later, coaching our team coaches, about 18000 business owners every single week somewhere in the world and literally hundreds of thousands on our on our group and monthly programs.

Brian Charlesworth: [00:07:57] Amazing. I love it. I remember you coming in to talk to me about my business, one of my businesses back when I met you. And just in a few hours, how you dissected the business. Was was very impressive. So I’m hoping today we can jump into some of those things about how to dissect your business and figure out how to take it to the next level. I’m sure some of these people are going to want to follow up with you after this. But I’d like to find out. So when you were in your early 20s, you started coaching. This started out as you coaching people because you were writing these newsletters and then how did you develop that into a franchise company? How long did that take?

Brad Sugars: [00:08:38] It took a while. It probably took three or four years just to get the intellectual property out of my head, down on paper. And by teaching, it made me think of, well, how do I actually do that?

Brad Sugars: [00:08:50] And that’s one of the challenges of teaching, is that you’ve actually got to sit down and work out, well, how do I do that? Because by the time you’re a master of a particular subject, you graded a subject. You’ve forgotten half of the things it took for you to get there.

Brad Sugars: [00:09:06] And so that’s why teaching is the art form of making things into the simplest way possible. And that’s what all of my books, every blog post I do, everything I do is all about simplifying everything down into the smallest. And so to build it into a franchise, you know, when I was first on, I started recruiting all of the coaches and they all worked for me. And then I was doing seminars in Singapore and Hong Kong and they said, we need you up here. And I said, I I camp in all these places at once. In one of our businesses was a, quote, cleaning company, cleaning feather and down.

Brad Sugars: [00:09:43] And we’d franchise that and we’d had it. And we were franchising our dog food business. I wonder if I could franchise this, because you’ve got to remember, twenty six years ago, the only white collar franchises was like ERP expense reduction analysts. And like Jackson Hewitt, it wasn’t it was not a white collar franchise franchises. They were all cleaning or burgers. That was basically it. Or car dealership thing.

Brad Sugars: [00:10:08] Yeah. So we worked out a methodology of franchising and intellectual property protection that gave us a system to do it. And so hence here we are today. But, you know, a lot of people think that you can’t replicate what they’re doing.

Brad Sugars: [00:10:26] And this this works very much in the real estate world where you get a lot of realtors who a very, very good at what they do. And they like they become, you know, the the one person that does all of the great stuff. And they surround themselves with minions who can do that, but they don’t ever build the other people up. And, you know, I’ve proven over the world now that you can have people that are as good or better than you.

Brad Sugars: [00:10:49] If you build the training, instruction systems and methodologies into a systematic way that others can follow. So, yeah, it was tough in the beginning to get it all out and to get the thought processes down. But Bucky Fuller was one of the greatest teachers in the world. And Bucky said, if you can create a model or an artifact, you can replicate. So, you know, I read a lot of books that I didn’t have to teach the customer one to one. I could teach them by the books. I created a lot of models if and when.

Brad Sugars: [00:11:19] When you look at the intellectual property, I do everything is based based down into the nine steps of there. So this the triangle of this or the circle, you know, I try and break everything down into something. You can put on one page and go, there it is.

Brian Charlesworth: [00:11:33] Yeah. I attend a lot of masterminds in the real estate space. And this industry has become very much so where everybody wants to share their best ideas and their systems and all of these different things that I’m seeing that business side with the systems go more and more and more into effect in this space. So it it’s fun to see how early you adopted it and new to put this in place in your lifetime.

Brian Charlesworth: [00:12:01] Is there somebody? Is there somebody brand that like as growing up as a kid? Obviously, you were interested in business very early on. Is there somebody that was an icon or an idol to you that you’re like. I want to be like that guy. I see you on stage. And there’s people that look at broad shoulders. And there you have me, Brad Sugars. Right. Who did you want to be?

Brad Sugars: [00:12:22] You know, look, I sat down in the early stages and I was lucky enough at age 16.

Brad Sugars: [00:12:27] I won the local Rotary Clubs Youth Leadership Award. And part of what you won was they sent you away for a week long training on how to be successful and how to be a leader. And at 16 years of age, it changed the course of my life. So there wasn’t really one person, because from there I met James Roone. Oy. I got to meet Mr. Roone to a seminar on the Brisbane City Town Hall. I think I was 16 years old and had him sign my notes. And I asked him one question at the end of that need spoken for several hours and I said was wrong. Which one thing I can do to guarantee I’ll be successful as a young man? He said, Son, it’s simple. Read a book a week for the rest of your life. So, you know, that was thousands of books ago.

Brad Sugars: [00:13:07] But I sit back and I look at the simplest of all principles.

Brad Sugars: [00:13:13] There is no secret to success is just books you haven’t read yet. You know, and that’s the very fundamentals. There’s no way that success is financial success, business success, sales success, relationship success. There’s books on every single one. You’ve got to read Them. And implement, I guess.

Brian Charlesworth: [00:13:31] All right, so if anybody takes anything from this show, read a book a week the rest of your life and it will change your life.

Brad Sugars: [00:13:40] Well, it’s interesting because you tell people that and you say, don’t listen. If you read a book a week for the rest of your life, you will be super successful. People now can’t possibly be that way.

Brad Sugars: [00:13:48] What if I read one a month bread? Not Mr. Roone. Didn’t say one a month. He said one a week. Now it’s even easy. You just typing on audible and they’ll read it to you. I do remember Mr. Ron. He had a saying of no one can do your reading for you if he was still alive today. I know he would. You know the old Arnold Schwarzenegger.

Brad Sugars: [00:14:06] No one can do push ups for you. Sorry, Mr. Roone. Now someone does my reading for me.

Brian Charlesworth: [00:14:12] Yeah, I get read to every day during my workout. So that’s great. So to emphasize your point there, Brad, if I read a book a month, I’m reading twelve bucks a year. If I read a book a week, I’m reading 52 books a year. There is a substantial difference in those two.

Brad Sugars: [00:14:28] Yeah. And I didn’t come up with that. That’s Mr. Roone. You know, he used to teach a very simple point. He said, never wish your life were easier. Wish you were better. And that’s always been my thing.

Brad Sugars: [00:14:38] If I keep growing, then, you know, your business can only grow to your level of incompetence. The moment you run out of strategies, ideas, tactics to grow your business is the end of the business can’t grow anymore.

Brian Charlesworth: [00:14:51] Do you? I love speaking with people that you like you that have all these great things. I just want to remember them all. But I always forget them. So I need to go back through this and write all these down.

Brad Sugars: [00:15:00] You know, it’s real simple. I put them in the books, just go by the books, say you got Amazon. Hey, Amazon does love me for that. This is the latest one back here. The big one. It’s like almost three pounds pulling profits out of a hat, lowing profits out of a hat. How long could you write that? It’s only been out about six, seven months. Yeah, it’s been on the bestseller lists. It’s done real well. And pretty much every airport bookstore except most of us sold out. We get.

Brad Sugars: [00:15:27] They had to rerun and print them again and get them back in the airports. But I put that book together over two years because what I’d looked at was how do our clients who have exponential growth, who have year on year on year on year growth and how do they have that? What is it? We came down with five basic core disciplines. And from this discipline of strategy, business development, the discipline of people, a discipline of execution, discipline, a mission. And I I use the term discipline with purpose, because a lot of people in business seem to think, well, I got my systems done. Now I can move on to do something else. Now there’s a discipline of execution of which systems is a part, but that discipline is something that needs to be continuously looked at because it doesn’t matter how good you get at something today, how well you take with you people today will be different in six months time. Twelve months time.

Brian Charlesworth: [00:16:18] Yeah, for sure. I want to back up just a little bit with books if you’re reading a book a week. How do you retain that knowledge? I find myself.

Brian Charlesworth: [00:16:28] This might just be me, but, you know, I’ll read something and then I could go back and read it in a month and I forgot the 80 percent of it. Right.

Brad Sugars: [00:16:37] Look, I I’ve always lived with a simple philosophy. If I get one or two great ideas out of a book, I’m good. I speed read to one of the first books I have read was speed reading book. Then I actually went in, took a speed reading class because I think that’s important that you read the first paragraph in the last paragraph.

Brian Charlesworth: [00:16:55] And then what are all the secrets to that?

Brad Sugars: [00:16:57] To speed reading? Look, I don’t think there’s any secrets to it. It’s just the central theme of what you’re reading is what you want to take out of it.

Brad Sugars: [00:17:04] So there’s a lot of superfluous, superfluous words in a lot of books. You know, as much as my books are strong and big, they’re very quick to read because we don’t go into a superfluous stuff.

Brad Sugars: [00:17:16] We head straight to the point, because I know business people don’t have the time. They just die. So so.

Brian Charlesworth: [00:17:22] So if I wanted to work with you from a coaching perspective, Brad, and I’m in I’m running a real estate business like. What do I do? I just go to ACTIONcoach. And reach out to somebody and what kind of stuff…

Brad Sugars: [00:17:36] You can do that will first take. Let me tell you what I would do with most real estate agents, first and foremost, if I was working with them. First thing I had to do is establish where you’re at.

Brad Sugars: [00:17:44] And, you know, one of the greatest fundamental cause of business is you count, manage what you do not measure. One of the challenges, a lot of real estate agencies. They’re very knowledgeable, but they lack the the intellectual property about how their business is performing and why their business is performing that way. I teach a very simple formula of leads by conversion equals customers, customers by number of transactions by average sales equals revenues, and revenues by margins equals profits. Which gives us three numbers that people always ask me about initially. Brad, I need more customers, need more revenues, need more profits. The challenge is those are the three resulting effects of leads by conversion and then add repeat business transactions by average sale by margins. And so I sit down with the average realtor, and my challenge with most of them is that when it comes to those five numbers, they don’t know. You know, when it comes to how many leads do you get per day, per week, per month? How many? What’s your exact conversion rate in every step of the sales process? Because there’s no one step sales process in real estate. It’s multiple steps over multiple days or weeks or months. And you’ve got to measure every single one of those steps. What are the tools you have to help you with your conversion? Right. I’ll give you a simple example. You know, someone calls up the average realtor, Brian, and says, hey, listen, I’d like to have you come out and do an appraisal. I want to look at a listing. My question to the average realtor is, well, what do you send that person between that phone call and when you actually go to that meeting, what are you sending them? And they some of them look at me proudly. We send them an email.

Brad Sugars: [00:19:26] Oh, fantastic. Well, no, no.

Brad Sugars: [00:19:29] You don’t want to send us an email. You want to send them a gift box. You want to send. One that we use. Let me see if I can stretch it out. So that action, coach, when we send out to Pee Wee said this box. It’s beautifully printed. It’s got all quotes from me. All that sort of stuff is every way you open it up. It’s got a book about our company and about companies we work with. It’s got the whole folio. It’s got a full magazine all about us and what we do and all the different programs we offer. It’s got the the business card. That’s also a chip that has a full seminar with me on there. Now, when that gets sent out to you before I even meet with you, in fact, we actually send it on a town courier. It’s got to be with the customer within four hours of the first communication with them. So some kid on a bike or some guy in a van is going to deliver that to them.

Brad Sugars: [00:20:22] Now, here’s the thing. If I was a real turn, I sent something like that to people. They would be sold on me before even showed up for the listing. But most people get so lazy. They’re so lazy in the marketing. They do and they so lazy in the numbers that they don’t think, OK. What’s my conversion rate from phone call to to actual meeting?

Brad Sugars: [00:20:41] What’s my conversion rate from meeting to listing? What’s my conversion rate from listening to?

Brad Sugars: [00:20:47] You know, these are I break it down every business I’ve ever built. It’s always break it down to the smallest of small and then build it up. It’s a formula called leverage. Leverage by mathematical formula is divide to multiply. If you break something down into its smallest contributing factors, then you can build it up by doing 1 percent on each one of them and hey presto, it gets massive. My definition of leverage the way I teach it is do the work once, get paid forever. So you know, how do you do work one time and get paid forever? And that’s where it messes with a lot of people in business because they like why on I get a customer once I do it, it’s like, you know, I just chat with a friend of my wife. She’s a hairdresser and she’s like, well, Brad, I make the same amount of money as my staff. Is that of course you do. You cut hair all day. They cut hair all day. You do the same job because you should be paid the same. She’s a bit I own the business tonight. You want a job? There’s a big difference. Not on the job and out in the business.

Brad Sugars: [00:21:36] That’s a whole other rant that we could go on with for hours.

Brian Charlesworth: [00:21:38] That’s great. So I need to preface this, Brad, because everyone here probably thinks I paid you to say what you just said because SiSu are a software company. That’s exactly what we do is we measure conversion ratios all the way along. Right. Every single every single metric. Right.

Brad Sugars: [00:21:54] So I remember you had the idea of this company G&G dashed when we met and we met in a little diner somewhere in Salt Lake and chatted over this idea you had.

Brian Charlesworth: [00:22:03] Yes, we did. Yes. Yeah. That’s when it was an idea.

Brad Sugars: [00:22:07] It’s good to see it in fruition.

Brian Charlesworth: [00:22:08] Yeah. Yeah. It’s awesome. So very exciting. So that’s really what somebody needs to look at. Let’s talk about execution for a minute. I love what you just said about. They could be sold before you even get there. I 100 percent agree with that. Just by. When I was when I was in the real estate business, when this idea came up, I actually found that my conversion ratios on listing appointments to listing signed went from 25 percent to 75 to 80 percent just by sending a pre listing packet out before I went on listing appointment. So what are some of the other things on an execution perspective that people in the real estate space should be doing?

Brad Sugars: [00:22:51] Well, OK. So are we talking sales and marketing or are you talking execution of just running the business and building the business?

Brian Charlesworth: [00:22:57] Well, I mean, the business starts with marketing and then sales, right. So, I mean, you don’t have to hit on all of them. But just what do you think is is the key? What if you were running a real estate business?

Brad Sugars: [00:23:07] I’ll tell you, the worst thing you can do is put up billboards with your freaking mug on them. If you put up billboards with your face on them, that’s the craziest and worst thing you can be doing in marketing today.

Brad Sugars: [00:23:19] Now, I’ll tell you the two most important marketing things you can be doing today. Number one, testimonials. Number two, ratings. If you don’t have great testimonials, video testimonials, I’m told the amount, not just written ones, video testimonials from five or six different types of customers.

Brad Sugars: [00:23:36] People that bought from you. People that sold for you, sold for you need testimonials everywhere. And that’s got to be video. It’s got to be on your Web site. Gotta be on your social. It’s got to be everywhere. Second, the ratings that you’re getting. You better ask your best customers to rank you. Right. You meet with a lot of real didn’t ask them what you Google rating and they don’t even know what they Google rating is, let alone have a good one. You know, what’s your rating on all the Web sites? Because now you’ve got how many different Web sites ranking Realty’s. Oh, my God. A bazillion of the dang. Thanks.

Brad Sugars: [00:24:08] So those are the two most important marketing aspects I would be looking at today. You know, everyone’s. And I’ll be blunt. No hiding behind your social media is such a B.S.. Use these days, I was like, oh, well, I did my social media posts. Yeah. How many phone calls you make? None. Shut up. Stop doing social media posts.

Brad Sugars: [00:24:30] You know, that’s a long term, medium term at best. Marketing strategy content based marketing is great for Gary V because he tells everyone do content based marketing, but he doesn’t know what’s he selling is not selling real estate. There’s definitely a need for content in real estate, is definitely a need for videos, is definitely a need for those things.

Brad Sugars: [00:24:51] But to hide behind them is just stupid. Your number of dials, your number of people connected with the number of numbers. There’s nothing changes numbers of a salesperson more than the numbers. That’s that’s a simple fact. If I was in sales in real estate today. Dang. You know, the biggest thing you can do and the best the key to being great in any business is get known for some.

Brad Sugars: [00:25:17] So what are you known for? And don’t get known for selling small stuff. Getting on for selling big stuff. Get non-VA selling the biggest of the big, you know. I remember my cousin, who was a major, major real estate commercial guy, and he said if it wasn’t worth a billion, I wasn’t selling it. Like I said, I though. Hang on. What do you mean? He says, well, I only sell properties worth a billion dollars and up.

Brad Sugars: [00:25:44] Hows your commission on that? Better than a hundred thousand? You know, and it was one of those interesting things. But once you get known for something, what are you known for? If you’re not known for something, it’s very hard in marketing circles to be found. People look at people’s search and every single day make sure they find you because you’re known for something.

Brad Sugars: [00:26:03] Ok. Execution on a day to day business point of view, though, because this is where if you look at the discipline of execution, our book, we go through several things.

Brad Sugars: [00:26:15] Planning is a big part of discipline, of execution. You know, I’m I’m very much a day to day planner. I find that people want to do a business plan and, you know, three to five years and then one day the annual plan and maybe quarterly planning. But the number the number one most important plan for any business person, especially in sales, is your daily plan. What am I doing tomorrow? What am I doing tomorrow? Before you leave the office every day had the list of what you’re doing tomorrow. Have it tie dye arise times on allocated, prioritized, but make certain that you know what you’re doing the next day on Friday. You’ve got to do two plans. One is for next week and one is from Monday. You know, these are some of the simplest of things.

Brad Sugars: [00:26:58] But then we come to management, see managements about two things, managements about if you take management and leadership and split the two of them apart. OK. Because they totally different. They both needed in both warranted. I hear people say to me, oh, you don’t want to be a manager. Well, if you’re going to be a manager who that’s managing the business, well, I want to be a leader. Lesson management’s about competent, productive people, competency and productivity. If there’s a lack of competency. Management problem, lack of productivity, management problem. Managers need to coach, mentor training. People like, oh, you don’t want to micromanage and listen. You have to micromanage some people. They’re idiots. OK, you have to micromanage them when they like your kid. When your kids are born, you’ve got to micromanage that stuff. Otherwise they die. All right. Same with employees. You’ve got to micromanage them in the beginning. Your job, those to build their competency so you don’t have to micromanage them. Yes. You don’t want to micromanage them along. You want to teach them, educate them, coach, mentor them so that they get to a point of competency and productivity. Leadership, on the other hand, also about two things. Leadership is about passionate, focused people.

Brad Sugars: [00:28:04] If there’s no passion, bad leadership. No focus. Bad leadership. So you add productivity and competency with passion and focus. All of a sudden you’ve got a growth team, you’ve got a growth organization. A lot of people don’t learn management and stuff. I showed you the whole video management versus leadership. It’s on my LinkedIn, on my Facebook or my YouTube video and wants to watch that 20, 30 minutes.

Brad Sugars: [00:28:25] The second part of execution is the systems. Anyway, with this, there’s a lack of consistency. You know, there’s a lack of systems. The most basic form of system is a checklist. Why does every pilot have a flight checklist? Guess why? Do they actually want to know they’re going to succeed?

Brad Sugars: [00:28:42] You know, I always joke about that. Wow. What percentage of the time to pilots like to succeed? Hundred percent. What? You start to succeed at 100 percent checklists. Pretty simple. And you know, these and then the measuring is the third part of execution. So you got that one covered.

Brian Charlesworth: [00:28:58] Yeah, that’s that’s such great advice. One of the things you pointed out on there, Brad, I had a coach last year that told me, of course, every night before going to bed, I would look at what my next day is going to be a plan that day. But she added something else to that, which was actually visualize every meeting that day in the morning and the outcome that I want from that meeting. And that’s been a game changer, really.

Brad Sugars: [00:29:27] Yeah, visualization of verbalization is such a massive part of success mentally. And a big part of the real estate business is mental preparation because you can have all of the best things. But when you’re getting that meeting, how you’re mentally prepared to meet that person when you’re in that negotiation, your mental prep is just so vital.

Brad Sugars: [00:29:48] And yeah, I remember I learned that from Jack Nicklaus, Jack, before every single golf shot, he would visualize the golf shot going perfectly. And I remember one of my guys, Mike Breitman, met a sort of charity function with Jack.And he said to Jack, “Jack, did it always go exactly where you wanted it to?” And being a golfer, I was very annoyed with Jack’s answer, he said not it didn’t always go, sometimes it was a yard left, sometimes a yard right. A frustrated golfer over here, frustrated golfer.

Brian Charlesworth: [00:30:20] I love it. OK, so one of the things I’ve committed to do during this is to read all of your books. Brad, you a phenomenal just I love listening to you. Hearing your advice and everything you say. Each little item could make such an impact.

Brad Sugars: [00:30:40] I hope so. That’s that’s my job in life. You know, when when you read this one first, buddy, the latest one, it’s it’s I love it. It’s a phenomenal piece. My co-author on that, Monty was a genius as well. You know, I think that.

Brad Sugars: [00:30:55] Business ownership is one of the loneliest jobs in the world. You know, being the head of the company, being the boss person. It’s a challenge. SALES is probably the next toughest job in the world. Why? You’re judged every single minute of every single day how good you are. You’re only as good as your last call. He’s got his last meeting, you know, and that to me is why mental preparation is a very big part of it. But I’ve been in sales all my life. I’ve learned to sell from to tens of thousands of people to one on one time. You know, I love selling from stage when I sell ten thousand people at a time. I love selling every every which way. And I think that, you know, for me, the profession of sales has gotten better and better and better over the years. You know, and if you want that profession to be great for you, you’re gonna be great at it. There’s no two ways about it.

Brian Charlesworth: [00:31:46] Yes. First sure, and real estate is sales, right?

Brad Sugars: [00:31:49] Every business is selling, you know, going out on a date that’s selling, for goodness sake. It’s it’s a hard sell for some than others. They don’t have the right product to sell. But, you know, these are the things that we live with. And, you know, relationships, sales, it’s all part of it. Communication skills, it’s all part of it. And I think that as professionals, we need to up our skills on a daily basis. And that that to me is important.

Brad Sugars: [00:32:16] But, if I could sit down in front of a dozen realtors today, I would love to help them understand how to get better at the business developments, see sales, marketing and customer management of customer service, whichever way you want to term it.

Brad Sugars: [00:32:31] Three things that are easy if your business isn’t growing, but if you’re in growth mode, those three things have got to be top notch. They got to be on point.

Brad Sugars: [00:32:39] You know, I sit down and I look at it and I think that if I look at the discipline of strategy, most realtor’s strategy is to stay about the same as they were last year. Maybe 20 percent, maybe 30 percent better, but not massive. And that’s where I love challenging realtors. And ask them the question, well, what are they doing with real estate in Turkey right now? What are the great things they’re doing in Turkey going on? Well, one of the great things they’re doing across the other state. One are the great things they’re doing in Brazil. And so much to learn that, you know, I think it’s such an exciting time in business today that we can learn globally in an instant.

Brian Charlesworth: [00:33:15] I see that happening in these masterminds, they’re learning from people all over the country, not necessarily all over the world. Absolutely, though if you can step outside of your pocket, you’re going to get nuggets that are going to change your world, right. So, you know.

Brad Sugars: [00:33:32] We can hop on learning as much as we want, but if you’re not alone or if you’re not designed to learn, if you don’t love learning, then business gets tough because what happens is if you know.

Brad Sugars: [00:33:45] If your sales start a stagnant and stable, the costs are always rising, eventually you’re out of business. So you got to keep growing and you got to keep doing that stuff.

Brian Charlesworth: [00:33:55] So what about life balance? I think real estate people of anyone I know a lot of times they have the most difficult time balancing or real estate.

Brad Sugars: [00:34:06] You can be working 24 hours a day, seven days a week if you want to do in real estate. Yes. So.

Brian Charlesworth: [00:34:15] A lot of team owners, I’m saying, are figuring that out and they’re working on the business instead of in the business. What advice would you have? I mean, you’re running eight businesses in two days a week, but it wasn’t.

Brad Sugars: [00:34:28] It wasn’t always that way. Buddy, I was this stupid idiot back in the beginning who thought Hustle and grind make it successful hustling grind. All that does is cover up the inefficiencies in your business. You know you don’t actually fix them because you work 24 hours a day, seven days a week. It’s covering up where you’ve got problems in the business. You know, and I see that in my companies today that if I see someone having to stay back and work till ten-twelve at night, I’m looking at what are they doing wrong? Must be something done wrong there because they know I’m in the Lee Iacocca teaching it way, way, way back when he said, you know, if you’re not at home by 6 o’clock for dinner with your family, you’re running the business wrong.

Brad Sugars: [00:35:15] I never knew this until the other day I watch that movie Ford versus Ferrari. I didn’t know that Lee Iacocca was one of the development guys at Ford on that project.

Brian Charlesworth: [00:35:24] So you just learned that.

Brad Sugars: [00:35:26] Yeah, but I think that what you’ve got to do is you’ve got to sit yourself with it. My definition of a business, Brian, is probably different to most people’s definition of a business. My definition of a business is a commercial profitable enterprise that works without you.

Brad Sugars: [00:35:40] If I have to be there, I didn’t build a business. I built a job and I worked for an idiot, you know? So my goal is to always build a business that works. So I don’t have to. Now, in the beginning, that took me a long time to work that stuff out. But nowadays, that’s basically all I do in any companies is I buy companies like my commercial cleaning business. So I just actually my real estate business, I just sold. We had a property management company based in Texas, just sold that. But I bought a commercial cleaning business down in Melbourne, Australia, actually, and it’s just opening in the UK. So it looks like we just signed a master franchise deal for the UK. So these are the sorts of things that I do. But my philosophy is that if I can build if 100 percent of my effort yields 100 percent, 80 percent of 100 people yields me eight thousand. So, you know, it’s different when you when you look at the hardest leap is from one to two to three. Those leaps are pretty big because it’s 100 percent change in circumstance. But I say this to everyone. You can build a business that works without you. It is possible to build a business that works without you. You’ve got to have that mindset. You’ve got to want it to be that way. Start with X number of hours a week.

Brad Sugars: [00:36:56] On these hours, I’m going to work from home and I’m only going to work on the business, not in the business. You know, set yourself a time goal. I see people say I don’t want to work 80 hours a week. Listen, there’s three types of goals in this world. The worst form of goal is the negative goal. It’s in a way from I don’t want to work 80 hours. Or I don’t want to be fat or I don’t want to be unfit or I don’t want to have a bad relationship.

Brian Charlesworth: [00:37:19] You get what you focus on, right? Correct.

Brad Sugars: [00:37:21] Second level of goal is positive. Instead of I don’t want to work 80 hours, I want to be working six hours a day, four days a week.

Brad Sugars: [00:37:30] Set the goal in your head. No way you want to go. How many hours? How many days a year do you on vacation? How many? Set it up. What’s your goal? How many days? Your vacation time?

Brad Sugars: [00:37:41] Oh, and that’s a positive. The third level of goal is when we actually get to the goal. Not being about ourselves, where we get to a legacy goal, we aim to build something. That’s right. I and I’m doing with action coach. My legacy is to build. I wrote the vision of this company very clearly many moons ago to build world abundance or business re-education.

Brad Sugars: [00:38:00] And now we keep changing it. One business owner at a time make one more one more business owner. The greatest thing about our business is that every time we help a business owner, we help them. We help another half a dozen dozen. Twenty one hundred people get jobs, mean every business that grows grows. Community grows and economy. So I love it from that perspective.

Brian Charlesworth: [00:38:22] Yeah, that’s definitely going to be a lot of fun for you to see that happening. So, Brad, I know you’re short on time. Thank you so much for joining us. I just have a few quick questions. I’d like to run past you. Sure. First being you’ve written all these books, you’ve read thousands of books.

Brian Charlesworth: [00:38:40] Not taking your own books into consideration here. I can almost guarantee you everybody listening is going to want to jump in and dive into your books. Mm hmm. That being said, is there a book out there that has made the biggest impact on your life? Something that everybody should read? A must read for everyone.

Brad Sugars: [00:39:00] Dang. You know. Probably five or six, but I’ll try and separate them as a young man. It was How to Win Friends and Influence People and Think and Grow Rich. But then the richest man in Babylon that was so cool, the magic of thinking big. They were so cool. And all as a very young man getting that that mindset right.

Brad Sugars: [00:39:26] Then from a business perspective, you know, I when I read these two books are written in the 1920s. Called My Life in Advertising. The other is called Scientific Advertising by Claude C. Hopkins. And when I read those as a probably 18, 19 year old young man, maybe 20, I got it. I got marketing. It made me understand. And then I read tested advertising methods and drape birds and and all these other authors on marketing, because I had to understand, how does marketing work? Because I remember trying to. And I wrote a book recently called Buying Customers.

Brad Sugars: [00:40:06] Buying customers. Actually, this is the original version. The new one out has got ice cream on the front and it’s all about how you actually have to spend money to buy customers and how that works. You know, if I put a thousand dollars into advertising, I get 10 customers. Each one costs me one hundred dollars to buy. And that’s why most businesses fail, because they don’t allocate a budget to buy customers. You’ve got to buy a message just what it is. The price of purchasing them, though, is different marketing. Today’s much easier and much harder than it used to be. It used to be easy.

Brad Sugars: [00:40:36] You read two newspapers, two radio stations, four TV stations. You’re done. Perfect. Got the marketing mix planned. Now it’s much harder and there’s about four billion ways to get to the customer, but it’s much easier because you can target down to that absolute niche perfectly.

Brad Sugars: [00:40:55] Buddy, there’s so many, but I would love to say, you know. Yeah, it’s difficult to pinpoint it down to just one. You know, the image gerb has, but the myth was revolutionary thinking back in its day around, you know, getting to that thinking.

Brian Charlesworth: [00:41:13] Yeah, that’s I mean, that’s that’s it, doesn’t it, for for us to go jump in. I mean, most of us probably read three or four of those, but certainly not all of those.

Brian Charlesworth: [00:41:21] So what about your favorite place, Brad? I know you’re from Australia.

Brad Sugars: [00:41:26] Yeah, my home in Australia. Hamilton Island, Australia. It’s one of the it’s God’s own country, that one. Hamilton Island, Queensland, Australia. It’s a beautiful island that has only golf carts. And we have a house there right on the harbour. Boats right there. And yeah, Hamilton is. But then again, Paris, if I’m going to wave my wife just for a weekend. Through weekend, nothing does better than Paris.

Brian Charlesworth: [00:41:51] Great. Great. What about your favorite thing to do?

Brad Sugars: [00:41:55] Hang with my kids? What sport? I’m an Australian. We’re just sports nuts. We love sports. You know, when I first moved to America. After about two years, I’m chatting about football every other year. How do you know those stats? How do you not you know, it’s like if you’re going to watch a sport do that business.

Brad Sugars: [00:42:14] I love business. I love buying and selling companies. It’s it’s a it’s fun for me. It’s a game speaking. I love teaching to love teaching. That’s probably the top few things. Eating. Eating. Yeah.

Brian Charlesworth: [00:42:27] And you’re absolutely at Birdee. I remember when you took me to your restaurant there at the casino in the win.

Brad Sugars: [00:42:33] Yeah. Our restaurant at the Wynn as we just actually increase the size of it, which made it bigger because it was good and successful. So we had to do that. But definite foodie and definite wine. Wine in my wine cellar is spectacularly fun to.

Brian Charlesworth: [00:42:48] Awesome. So you’re all over online, but what’s the best way for people to reach out to you or let’s go back to my question earlier. If somebody wants to get serious about learning about action, coach, what’s the best way to do that action?

Brad Sugars: [00:43:02] If they want to find a coach, they just punch it in their will param with the best coach for them. As a few questions for you to answer. We’ll find the best coach for you if you want to contact me. Any form of social media. LinkedIn face. And you name it. Twitter. I’m on there, not Pinterest. Not really a crafty kind of guy. AD Jump on there. If you want me to come speak to your group, jump on there. I’ll come and have a chat. My team and come have a chat.

Brian Charlesworth: [00:43:31] Ok. So people can get you to come speak to them. How big a group does that have to be typically for that to make sense for you?

Brad Sugars: [00:43:38] It does bother me. The price is the same. My agent handles all that stuff. I do 38 events a year. I limit myself to 38 outside events a year so that I can make sure I keep my work life balance in order.

Brian Charlesworth: [00:43:53] Ok. Brad. well, it’s so great catching up with you again after about five years. And every time I talk to you, it is love walking away with all these nuggets. So thank you for sharing today and thanks for joining us.

Brad Sugars: [00:44:05] Buddy, thank you for having me on here. I appreciate it. By the way, if this is your first time watching the podcast, gang. Make sure you subscribe. Don’t just listen once. Subscribe to these things. Keep coming back. That’s the way learning happens.

Brian Charlesworth: [00:44:16] Great. Thanks a lot, Brad.

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