Fred Rewey’s Blog

Extraordinary Marketing

Over time I have seen a multitude of marketing methods in our industry. I have seen the basic (direct mail, newspaper advertising) to the bizarre (sandwich boards, pony rentals) to the unique (well, it wouldn’t be fair to those involved to list those here). I have also seen some people spend more time setting up their computers, Web-sites, and letterhead than they do going out and getting business.

Awhile back, as part of a “state of the industry” address, I discussed marketing and my belief that you had two choices — to be either exclusive or unique. If you were “exclusive,” your potential clients would not necessarily be aware that someone else (other than you) could help them. If you were “unique,” you would manifest some quality that made you stand out from everyone else.

At this point I want to simplify my thoughts into one single message. Regardless of what cash flow you are going after — matter of fact, regardless of what business you are in, I am reminded of a basic thought that my mentor taught me 20 years ago.

Everything you do should be centered on this thought. If it is not — such as worrying about your logo or business card — understand that those types of behaviors or actions don’t get us any closer to doing deals (just doing them in a different way). I can hear you now, “Ok, Fred, what is the message?” It is only five words…

Get Your Phone to Ring

That is it. Everything you do, and I do mean everything, should be concentrated on getting your phone to ring. Whether you are focused on advertisements in the local free paper, a direct mail campaign, flyers, etc., etc. — everything should be about getting a person to call you. That is especially true if you have a Web site. A Web site is nothing more than a 24 hour a day presence for you and your business. Don’t get me wrong, I think a Web site is essential in today’s market — but it also has the goal of getting someone to call you.

In today’s market, “contact” is important. At least 80 percent of your time should be spent searching for business. That’s right, 80 percent of your time should be spent trying to get your phone to ring. Everything else can be done by others. If you find too many deals, someone else can fill out worksheets, someone else can type offer letters, and someone else can go to the bank and deposit money (although you may want to reserve that one for yourself). My point is, no one else can do your marketing — that is your job.

Excitement and motivation are naturally at high levels when first starting on a new path, goal, or project. This is especially true when starting your own cash flow business on the path to financial freedom. Unfortunately, many experience roadblocks that may cause delays. I have found there are three important lessons that help pave your path to success.

1. Avoid Life’s Inertia

You may have already experienced this after starting your business. You set goals with great intentions but found yourself sidetracked by normal day-to-day life situations (work, taking care of the kids, taking care of the spouse, grocery shopping, going out to dinner, etc, etc). The list certainly goes on and on. Expect it. Know that it will happen and plan around it. Making a change for the positive is always tough. Making time can sometimes be even tougher but, as Nike® says, “Just do it.” Find some dedicated time to work your business (at least 8-10 hours per week) and don’t let anything, short of a real emergency, get in your way.

2. Plan on Work

One of the first things to realize is that working the Cash Flow business is no different than working any business - it requires work. The great part is that opposed to working for someone else, you reap all the benefits of your efforts. Simply putting up a sign in your home office that says “I buy cash flows” will not get the phone to ring. In the end, that is what it is all about. It doesn’t matter how good you are on the phone, how well you operate a calculator, how many Funders you know, or if you are the best negotiator on the planet. If the phone doesn’t ring you have nothing. A valued mentor taught me this important lesson over 15 years ago; it is just as true today as it was then - and probably always will be.

3. Feeling You Are Not Ready

Let me say this, “You are ready”! You have all you need to succeed in the cash flow industry, now you just have to get better. Learn all you can. Read all you can. TRY to do as many deals as you can. We say “try” because in the beginning we don’t care whether the deal closes or not (although we always hope it closes for you). What you want is “experience.” If you are concerned that you may say the wrong thing to a seller and lose the deal, let me just say this, “you will.” There, now knowing that you WILL make a mistake should put your mind at rest. We all make mistakes, it is what we do with them that matters. Bottom line: You have all that you need to get started - so get out there and do it.

I have been amazed how many people are finding newfound success just by “switching”. No, I am not talking about people that move from PC’s to Macintosh (they are called “Switchers” just so you know). I am talking about people who are leaving their current niches and expanding or moving into other cash flows. Typically people are considering completely new cash flows for one of two reasons.

One, they never got to the level of success they hopped for with their current niche. Often this is due to picking a cash flow that is too small or one that does not fit their personality.

Two, it is just time for a change. I will be the first one to admit that some things we like to stay the same and some things we need change. I find work to be one of the latter. We need to be challenged, excel, and feel accomplishment. Certainly this is not done at the risk of missing a needed paycheck, but sometimes we need change.

I noticed not long after the Cash Flow Convention in San Francisco this year people walked away with new ideas and the courage to embrace some newer cash flows. One such area is the relatively new pre-settlement lawsuit financing industry, which seems to be paying off big for many consultants. You may want to consider learning something new this summer. You may find something else to add to your income capabilities – or even a whole new focus. In either case, it will be fun.

As President of the American Cash Flow Institute (“ACFI”) for the past 6 years and as one of many successful members of the cash flow industry for over 12 years, I thought I would take this opportunity to answer some of the questions and clear up some of the confusing statements posted on other websites.

The cash flow industry in the United States is a multi-billion dollar business and growing every year. There are well over 60 different types of income streams that make up this industry. Each one of these different types of income streams provides a separate niche and an opportunity in which a cash flow consultant can create a prosperous business.

The cash flow business provides individuals from all walks of life [whether or not they have any advanced education] the opportunity to participate in a full or part-time business where they can actually help individuals and businesses solve finance related problems. By matching up individuals and businesses who have income streams but need or want immediate cash, with funding sources willing to purchase those income streams for immediate cash, cash flow consultants not only make money for themselves, but also resolve the cash flow problems of their clients. It really is a true win-win-win situation for all involved.

The American Cash Flow Institute (“ACFI”) is proud to be the leader in providing personal training to those people interested in joining this exciting and expanding industry. We have trained thousands of Certified Cash Flow Consultants over the past 15 years. We count amongst our graduates some of the most successful cash flow consultants in the business. Some of whom have become our competitors.

The reason for this is that ACFI has combined excellent educational materials, rigorous classroom instruction, and top quality instruction with graduate support and assistance unparalleled in the industry. We offer advanced training, website development, inbound assistance, individualized outbound mentoring, a 76-page, 4-color monthly newspaper, and an annual convention. These are programs and services unique to ACFI and of which we are extremely proud.

While it is true that there are a number of people already participating in the cash flow industry, there is ample room for more. This is especially true, since most participants have found one specialized area of the cash flow industry in which to flourish, leaving the other areas for others to cultivate. Even within these specialized areas there is always room for additional cash flow consultants. That is what our free enterprise system is all about – just because Coca Cola sells millions of cans of Coke doesn’t prevent Pepsi and the myriad of other companies in that industry from successfully selling their drink products, profiting in the process. The same holds true for cash flow consultants.

As far as risk is concerned – there is risk in everything. No business, investment, hobby, vocation, or activity is without it. Of course there is risk in the cash flow industry. We at ACFI don’t claim anything to the contrary. But frankly, with a reasonable tuition fee, our massive funding source network, and our top-notch graduate support and assistance, the main risk in the cash flow system taught by ACFI is that the graduate won’t put his or her training to use. We state right in our Enrollment Form that the success of the graduate is dependent on the time, effort, and skill that the graduate invests in transforming the training into action. We can do a great deal for our graduates, but effort, dedication, and professionalism is the one thing they must do for themselves.

Our instructors teach our students how to engage in cash flow transactions without putting any of their own money at risk. This is absolutely true. But the training program, of course, has a tuition cost. Anyone who invests in any business training program, but then fails to put the training to use, will of course lose the major benefit of their investment in the training and the business. That goes without saying. On the other hand, we have graduates nationwide who prove on a regular basis that our training works for the graduate who puts it to use.

One aspect of risk we at ACFI do in fact eliminate is through a very generous withdrawal privilege we are proud to offer. The Federal Trade Commission and most states only require an organization to offer a three (3) day right to cancel from the date of any purchase. We at ACFI go well beyond that legal requirement. Our cancellation policy, which is clearly set forth on our Enrollment Form, provides any student with the right to obtain a full refund for a full 14 days or by 7:00 p.m. of the first day of the training, whichever occurs first. Since our training is three intense days long, a student has the right to attend a full third of the training, review the entire curriculum, examine all of our instructional materials, meet the instructors, and still cancel and receive a full refund. That right to cancel is absolute, may be exercised by the student for any reason whatsoever, and results in a very prompt remittance of the refund amount to the enrollee. That is one of the reasons we have been in business, as the largest training organization in the country for the cash flow industry, for over 15 years.

Those are the facts and that is our history.

Regrettably, however, and from time-to-time, there are individuals who would use the Internet or chat rooms as an opportunity to shoot at the American Cash Flow Corporation and advance their own agendas and/or products. I’m sure it will come as no surprise to anyone reading this letter that, often times, the sponsors of those sites, or the individuals making the postings, have a clear and competitive vested interest in trying to make themselves look good by providing misinformation or only partial information about the American Cash Flow Corporation.

Inevitably, they are competitors in the industry, or are selling books and tapes which they would have you believe are comparable to what the American Cash Flow Institute has provided for over a decade and a half, or are simply individuals who mistrust any organization marketing training programs. Without commenting on the quality of their training, services, or opinions, suffice it to say that we would not be in business today were we not providing quality training and a value proposition to the industry and our students.

While I have not attempted to respond, item by item, to the substantial misinformation and exaggerations you no doubt come across, I do hope I have answered most of your more fundamental questions and cleared up some of the misconceptions about our thriving industry and the training we offer.

If you would like additional information, do not hesitate to review our websites in depth and, of course, contact us personally for any additional information at: 1 800 253 1294.

All the best…