Sam Ovens: 00:00:00 Hi everyone, Sam Ovens here, and today I have Alberto Riehl on with us, and Alberto has got an awesome story. He started working with me in 2016, about two years ago, and he joined Uplevel Consulting, and at that point he was making around 12,000 dollars per month in the life insurance niche. When he joined Uplevel Consulting, he really learned how to turn a service into a program and a scalable product that can help life insurance agents. What Alberto does, is he helps life insurance agents really get more productive implement system and take their businesses to the next level. When he first joined in '16 he was making 12,000 a month unpredictably, and within two years, now he's making 290,000 a month predictably. So it's quite the jump. In today's interview we're going to discuss how that happened. So thanks for jumping on with me.
Alberto Riehl: 00:01:09 Sure, thanks for having me.
Sam Ovens: 00:01:12 So let's talk about 2016. What was going on then for you?
Alberto Riehl: 00:01:22 Well, as you said I was doing about 12,000 a month, that's average. Some months I would have a good month, do 18, another month I would go down and do six. But the biggest thing for me Sam, is that, you know, I'm a father of three now and a couple years ago I had two kids, we just had our third one about a year ago. We had two kids, one four, the other one three years old and I was leaving the house before they woke up in the morning, driving an hour, hour and a half to an appointment, spending all day there and then getting home after they were put to sleep. So that was a big thing for me that I just got to a point, I got desperate enough I really wanted to quit doing that, you know?
Sam Ovens: 00:02:05 What were you doing?
Alberto Riehl: 00:02:07 I was driving to appointments, helping business owners in the insurance niche, consulting. So I was doing one on one consulting. And that's another thing that, I got to the point where I was doing okay, six figures, comfortably into six figures, but every time I added a new client I had to work more. So if I wanted to work more I had to add another client, which meant one on one consulting another hour per week, and so I saw that, I kind of saw the writing on the wall. I was already working harder than I wanted to and in order to scale my business I was going to have to invest more hours into it. And so I wanted to find a way to be able to scale it without having to put more hours into it.
Sam Ovens: 00:02:55 How did you end up in that position? Were you a life insurance agent yourself and then you decided to start consulting them one on one in person, or how did that happen?
Alberto Riehl: 00:03:05 Yeah, I was. I've been in the insurance business most of my life. I started with health insurance at 20 years old, you know, pretty young, and went up through there. Then at about 30 I got into life insurance and did pretty well. Like any sort of industry that's sales-driven, as my numbers started going up, I started getting a little bit of recognition and insurance companies would ask me to do trainings for them, usually on the phone, kind of conferences with a few hundred agents around the company. They have these trips for their top producers, I'd qualify for that, and they'd have me go on stage and talk about what I was doing life insurance-wise and so that was kind of a natural progression. I really started enjoying helping other agents and seeing their results a lot more than having my own results. So I always had in the back of my mind, you know, man, it'd be really cool if I could just focus 100% of my time on what I like to do, and that's helping other agents get to the next level of their business.
Sam Ovens: 00:04:05 And that's what you actually started doing. Like at a certain point you stopped being an agent and you started being an advisor to agents.
Alberto Riehl: 00:04:18 Yes.
Sam Ovens: 00:04:18 But through the one on one and in the flesh model.
Alberto Riehl: 00:04:24 Exactly. And if you want to get a little bit deeper into that, these insurance companies have dream team of attorneys. So when you decide to leave, most of them have a two-year noncompete, nondisclosure, and you really don't want to go fight against a 400 billion dollar insurance company, and so for the first two years I did it with business owners. I had a friend who was an attorney, I had another buddy who was a dentist, and I thought, I wonder if I could help them get their business up with what I've been helping insurance guys, and so I kind of just waited the two years out with a couple different types of business owners, and as soon as that ended is when I dove head first into helping life insurance people and just a little bit after that is when I found you, and joined with you, and so it gave me the avenue, the strategy to be able to really scale that.
Sam Ovens: 00:05:14 I get it. So as soon as you stopped being an agent you didn't want to start teaching agents, because a lot of those agents would be from other companies, and then they might think you were sharing trade secrets with them, and-
Alberto Riehl: 00:05:25 Yeah.
Sam Ovens: 00:05:26 I get that. That's interesting. And then, so you started helping the insurance agents and in Done For You and 101, like, what was their problem? What's the big problem for these people?
Alberto Riehl: 00:05:43 The number one problem for them is getting qualified people in front of them. And there's a huge need for it. 85% of agents are out in the first year because they start out talking to their friends and family, that's what they all teach, you know, make a list of your friends and family, but once they're out of that, then they're in trouble. So the number one problem is getting qualified people in front of them that actually are asking for the products that they're offering.
Sam Ovens: 00:06:11 Why is that a problem?
Alberto Riehl: 00:06:11 Well, because it's a little antiquated. I've done a lot of videos, dinosaurs, they're doing things the way they did 100 years ago when these insurance companies started which is, back then all there was, was word of mouth. And so that's what they're still teaching their guys to do is, make a list, they call it a power 200, it's basically your friends, family members, and then just go out and start bugging them. I've had agents even tell me that they've lost relationships with cousins or uncles because, you know, during thanksgiving, here comes the agent. Thanksgiving dinner and he's trying to sell them life insurance. And they're like, "No dude, we don't want to buy life insurance." And so that's a big problem that it works very well for the insurance companies. You know, for the insurance companies they have a model where they recruit new agents, new blood all the time, because now that gives them access to their war market, and again, 85% are out in the first year, they starve or get fired, but then that war market keeps paying their insurance premiums, and now they don't have to pay anybody commission, so the insurance companies do very well doing that, but for the agent, the numbers are stacked against them.
Sam Ovens: 00:07:23 Got it. So if a struggling agent actually builds up a few insurance contracts, if they get fired or quit, then they no longer are receiving those commissions. So it's kind of advantageous for ... Yeah, you can see why it still exists then.
Alberto Riehl: 00:07:43 Yeah. Through being in the industry I got the opportunity to rub elbows with the presidents of companies, the CEOs of companies, and after a few glasses of wine there, they start telling you about how wonderful the model is for the company, and how the commissions is their biggest expense in the first year, especially that expense gets knocked out because now the company gets to keep everything, and so it's a good model for them, but for the agent it doesn't work very well.
Sam Ovens: 00:08:12 Got it. Why did you choose to do life insurance in the first place? You must have some sort of attraction to it if you've done it your whole life and love teaching and all of this.
Alberto Riehl: 00:08:25 Yeah, you know, it was ... I think like anybody else I wanted it to be something different, a different niche, meaning something sexier, something cooler. I don't think anybody grows up as a kid and says, "I want to be a life insurance agent," or, "I want to help life insurance agents," but I think at the end of the day, it's something that's quite personal for me. My dad passed away when I was nine years old and he didn't have the proper planning in place, so I personally saw firsthand how a family can be just devastated without the proper planning in place. So today it's ... Man, my voice trembled a little bit ... It's more than a job, it's more than a career, it's like a mission where I really want people to be trained properly and offer the protection, properly putting the client's needs first to make sure that other families, other kids don't have to go through what I went through as a kid.
Sam Ovens: 00:09:22 That makes total sense. You can see why ... Because you'd have to have some reason why to have that much drive, because otherwise just helping life insurance agents, it seems like, why would you be passionate about that, you know what I mean? There's always something like that when someone does something well. It's interesting.
Sam Ovens: 00:09:42 And then, so in 2016 you're helping agents get calls and get business in the Done For Your and 101 sitting and your income is in between 12, six, 18, it's kind of going up and down in between there and you're commuting and doing all of this, you don't like it, then how did you come across me?
Alberto Riehl: 00:10:09 I mean, it had to be a Facebook ad, I don't remember now, it's been a couple years, but yeah, I'm sure it was a Facebook ad that talked about having a system in place to get qualified people, and I remember it was something I didn't act on right away. I did see something about a message, it seemed interesting, which I hate when a prospect or somebody says, "Ooh, that's interesting." But I think with time, as you have maybe cancellations, or you drive an hour, hour and a half to that appointment and you find a note on the door saying "Sorry Mr. Insurance man, but had to run and go do something," you finally just get desperate enough, the pain is big enough that you're like, okay, there has to be something out there, I'm willing to do something about it, and that's where I was at, I think.
Sam Ovens: 00:11:01 Got it. I remember I had a strategy session call with you, didn't I?
Alberto Riehl: 00:11:05 Yes.
Sam Ovens: 00:11:09 Because in '16, I remember I was still doing strategy session calls. How did that go?
Alberto Riehl: 00:11:15 You know ... Are you going to edit this stuff out?
Sam Ovens: 00:11:20 No.
Alberto Riehl: 00:11:23 I really thought ... I didn't know who you were. I thought it was some dude on the other phone that was throwing some huge numbers at me, that just weren't believable. You're saying that you're doing ... You know, it's funny because you were telling me you were doing numbers that I'm doing today. You were telling me, "Yeah, I did 300,000 last month," and it's amazing how much my mindset, it's all mindset, my paradigm has shifted, has grown, because back then those numbers were so big, I though no way. Nobody's doing that. He's a scammer. There's no way. Nobody's doing that. And today I'm doing that. So it's definitely possible. I just wasn't in a place ready to hear it. I was looking for reasons, I was looking for inconsistencies. I was looking for reasons why there was no way you were doing 300,000 a month. And your presentation kind of confused me. And coming form a sales background, teaching agents how to do things that are differently, definitely didn't have a lot of silence involved, I just thought, no, there's something off here. He's telling me these numbers, but he's ... Is he still on the phone? What's going on here? And so I actually said, it was a BS excuse, I said I'm going to think about it or something. We all know I think that's a BS excuse, and I didn't get started.
Alberto Riehl: 00:12:43 I then got started, I remember it was almost six months later where again, that desperation where things were going okay, okay, I made another 15 grand this month, bills are getting paid, it's okay, and then you just stayed in front of me. You stayed in front of me, you stayed in front of me through re-targeting and emails every once in a while, and finally I sent an email back that said, "Okay, I'm ready to get started." And then at that point you weren't taking phone calls any more. So I remember I had talked to Jessie. Yeah, talked to Jessie and then I started getting started with Jessie.
Sam Ovens: 00:13:20 So what changed? You thought I was lying and being weird and silent. So then how did you change your mind on that?
Alberto Riehl: 00:13:28 Well I think it's just the matter of, you know, when we keep seeing the name and we keep seeing the same pictures and you keep saying it for six months and you figure okay, this is not a fly by night guy, he's still around six months later, he's still talking about these big numbers, and so I think that everybody, every time you get in front of somebody it builds credibility some and that's what happened. I think it was a combination of I had to personally get myself there, because it's a mindset thing. Today I would believe it instantly. You know, 300,000 a month, a million a month, whatever it is, okay, yeah, I get it, I believe it now, but back then I wasn't there yet. So it was a combination of seeing you every week or maybe every day for six months and then once again one of those things happens in the business where, whether you just have a horrible month or a horrible week, or you have two of your appointments stand you up in a row and when you're driving an hour, hour and a half to get to an appointment, that just really, it just brings you to a place that you're like, okay, I gotta find something different now. So you're the guy that stayed in front of me, and by then I had a feeling that it was real.
Alberto Riehl: 00:14:39 But you know what, I'll tell you that when I got involved with Jessie I was one of those guys, I was like okay, what's the least amount I can give you? There was still some skepticism. There was still some doubt, but now as I look back I think it was just me. It was self doubt for myself, maybe it was just a self image issue. I mean, I've got to take responsibility for it. I remember asking, what's the least amount I can get involved with, and so that's what I did.
Sam Ovens: 00:15:10 It's funny, because it's probably just so different than your way of doing things, because it's like, there's no physical presence, there's no in-person anything, it's all digital, and then the calls, your [inaudible 00:15:23] instead of us going out and trying to get them, and then you get on the call and it's not like a sales call like you're used to. It's like, just a person remaining calm and asking questions and being silent.
Alberto Riehl: 00:15:40 Yeah. But you know what? That's helped me tremendous today because now I'm dealing with the same thing. We're working with insurance guys who are used to, you know, they're road warriors we call them. They're out there all day long, some are driving hours a day, some are out all day long, meeting with appointments, being stood up, now here we are, I've changed places with you and I'm doing the same thing that somebody was asking me to do so that's really helped me to have more empathy with them, knowing that I just gotta bring them a long way. Because I had to come that long way to be okay with it. So I think that that's really helped the process that we do today is the fact that I went through the process and I considered myself with a higher level of awareness than the average agent, with a higher level of possibility of what's available, higher mindset and all this, but at the same time I really struggled with it. So it's really helped to help these guys, kind of hold their hand through the process acknowledging that hey man, yeah, it is different. It is different, yes it's scary, yes, and we actually tell them what they're going to feel before they feel it.
Alberto Riehl: 00:16:46 When they're telling us, well, I'm not sure ... We can say, "Hey, remember what we talked about, about that resistance, that wall you're going to hit, this is what's happening. This is what's happening right now." So it's actually helped us to help more agents I think.
Sam Ovens: 00:17:07 Yeah, well you had the main objection that you were going to have.
Alberto Riehl: 00:17:09 Yeah.
Sam Ovens: 00:17:09 So that puts you, when you overcome that objection you now know how to help them overcome it.
Alberto Riehl: 00:17:15 Yeah.
Sam Ovens: 00:17:16 It's funny though, how you had the same one that obviously they're going to have.
Alberto Riehl: 00:17:20 Mm-hmm (affirmative).
Sam Ovens: 00:17:21 It's funny how that works.
Alberto Riehl: 00:17:23 Yeah.
Sam Ovens: 00:17:25 And then you joined Uplevel, and then what happened next?
Alberto Riehl: 00:17:34 I keep laughing because, man, I dove into the program. Because I had 30 days before my next payment to know for sure this was real. And it wasn't a scam. So that was what I gave myself. My goal was not to go through the program, it was okay, I've got 30 days before my next payment comes out to make sure this is a real thing, because I was still scared, I was still skeptical, and a couple weeks into it, well less than that, a week into it, because I was going through it four hours a day, five hours a day, as much as I could doing my day job and then at night, putting my kids to bed and staying up until whatever, one in the morning, two in the morning, spending four or five hours going through it and learning that, okay yeah, it's the real thing.
Sam Ovens: 00:18:29 I'm interested in how it became the real thing. Because you thought it was a scam and all that, and then what had to occur for you to be like, okay, now this is real.
Alberto Riehl: 00:18:35 It was the quality of the content. The quality of the content was the main thing, where I got to see, wow, this guy Sam, he really knows what he's talking about. There's some good stuff in here, and he makes some valid points. I've been a student of personal development for most of my adult life, and so you're talking about a lot of the ... You start talking about mindset and a lot of the stuff that I've studied, plus it's the quality of the content. I mean, it's going back to that, knowing that okay, yeah, this guy knows what he's talking about. And of course I was jumping on every single call. You were doing two calls a week, I was jumping on every single call, you were there, I was going through the program, I had questions, I was writing them down and asking you the questions. You were there, answering the questions, so I thought, okay, this is a real thing. It's the first program that I've done like that, you know, and so I didn't know really what to expect. But everything that you talked about came true, and so that gave me the confidence to just keep going with it.
Sam Ovens: 00:19:33 Got it. And then what happened after that?
Alberto Riehl: 00:19:42 After that ... So I started about two years ago, it was about July or so is when I started, and I went live in October. I actually went live at the end of September. I don't know if you remember this, but at the end of September I went live, and I remember being at the bank. I'll never forget this. I'm at the bank, sitting down, waiting for the banker lady, and all of a sudden I get a ding on my phone and I looked, and I remember going like, "Holy shit." That was the first appointment I ever booked. Like a whole paradigm shift happens instantly, you know? Like went from I hope this works, I believe it works, to holy shit, I know it works now. I remember I got a first appointment there. And that completely just mind blasted me. And before I'd left the bank, in less than two hours I got a second one. I had just gone live earlier that day, a few hours before, like four hours before. That was a Friday, and I was super excited, but then I got nothing over the weekend.
Alberto Riehl: 00:20:46 So then I go like this emotion-wise, and then I go like this over the weekend, and there was a red thing on the optimization in my ... On the ad, so it wasn't optimizing for anything, it was red.
Sam Ovens: 00:21:04 Yeah, the conversion pixel wasn't set correctly, yeah.
Alberto Riehl: 00:21:04 Yes. It wasn't corrected. And man, I was going nuts. I was just like, just trying to get it fixed. I went through your course again, through every little step. I literally had my iPad, I was going through it with an iPad. I bought this used, I still have it over here, MacBook Air, and so I had my used MacBook Air, and again I just wasn't full in yet. I spent like 300 bucks on my [inaudible 00:21:31], because you told me, "Dude, you can't do it on an iPad." I was like, fine, I'll buy myself a used MacBook Air, I spent like 350 on it I think.
Sam Ovens: 00:21:40 Do you realize now that you probably can't have done all of this on an iPad?
Alberto Riehl: 00:21:46 Oh yeah. Now I'm talking to you on a brand new MacBook Pro, like the Mac daddy, the best one they make.
Sam Ovens: 00:21:52 I still have this argument with iPad people. I'm like, Dude, it's not going to work.
Alberto Riehl: 00:21:57 Again, that's where I was. I love that iPad. But yeah, just recently about three months ago I got a nice MacBook Pro, and I'm real happy with it, and now I wish that I would have done it years ago. So I just went through it step by step and I just couldn't find the mistake. But one of the things that was awesome is, I got on a call with you, one of the calls, and you offered to take control of the screen, or I can't remember exactly how it was. I couldn't even find the ... I always say I'm the non-techy guy out of the group. I couldn't even find you. Like, okay, here, take the screen. Take control of the screen. I'm like, I don't know. It took me like 60 seconds to not find it, and you're like, okay, here. Give me your login, and so you logged in and literally in like 10 seconds you went straight to it, oh here it is, little red thing, turned green in like 30 seconds, and then that was it. And then everything started going up from there. So that was at the end of September. In October I ended up with 12 sales, which was my first full month. 12 sales at 5800.
Sam Ovens: 00:23:06 Yeah, I guess that's the perfect example of the right advice. When something is just puzzling you and you give it days, and then someone just goes and [inaudible 00:23:15] it like, bam.
Alberto Riehl: 00:23:22 Yeah.
Sam Ovens: 00:23:22 And then, I remember that Q&A call. You ended up giving me, you added me as a user and I logged in as a user in your account.
Alberto Riehl: 00:23:27 Yeah.
Sam Ovens: 00:23:29 I remember doing that. And then you said you went live, but just for people who are listening, and they're like, what does live mean? You mean you created your value video, which is the video which explains what you do and who you help and the problem you solve and all of that, and the basic funnel and the landing page, and you turned on the ads to drive the traffic to that, and then the result you got from that process was scheduled appointments in your calendar. So you went from a model of you having to go out and talk to people and work that ... What was it called, the dream 200?
Alberto Riehl: 00:24:14 Yeah, power 200.
Sam Ovens: 00:24:15 Power 200. You went from having to work the power 200 to clicking some buttons and having it come to you. Which is pretty ... That changed, I guess that changes everything, because it's from things going this way to things coming that way. And then you started getting sales, and what were you selling at this point. Because is this still selling the Done For You and the 101, or had you switched to the training model?
Alberto Riehl: 00:24:44 I had switched to the training model, the course. I had an outline of the course and I had talked to you one of the times in the Q&A, same thing, and I had seen somewhere else before with people that they're like, well you don't have to have the course done, you just gotta be a week ahead of your first client. So that's what I did. I had week one done, and that's all I had. And as soon as I got my first client, I'm like okay, holy crap, now I gotta do week two. And so that kept me motivated. The clients kept coming in, okay, I've got to do week two, and I just stayed one week ahead of my first client.
Sam Ovens: 00:25:25 Got it. And then, how did you know what to put into the training?
Alberto Riehl: 00:25:37 I had originally done 12 weeks, and you had said, well, you don't need 12 weeks, just do eight weeks and you explained the psychological factor behind that, which is very well. So I had 12 weeks of content that I put into eight weeks. So that, that was probably the biggest thing was coming up with the eight weeks, but again I've been in the business so long that I knew what agents needed. And I also followed what you had there. So I took your model and then took what I knew agents needed, and then just kind of said, okay, he teaches the script in, I think it was week two or three, and so I said okay, I'm going to teach my script in week two or three also. He teaches how to scale in week four, okay I'm going to teach how to do that in week four. So that's how, I basically just copied everything from you.
Sam Ovens: 00:26:29 Got it. And so you already, for people listening, understanding how this would have worked, so you had been an agent and you knew how to be good at that, and then you started teaching agents how to be good, because you knew how to do that, because you did it, and then you got good at doing that but in the Done For You in 101 setting, and then you max that model out because it has physical constraints. And then you join this, and you not only ... You really machined two things. Not only the client acquisition thing, like having them come to you instead of you chasing them, and making that all automated and systemized, but also the service delivery side as well. So this is both sides of the thing. So then, instead of having to go out and do manual labor on that side, once you've done manual labor on this side you then, because in the past you would have had to go to these offices and train them in person and what not, but instead you create a program and online course with videos and stuff, and then the training happens online too. So you're really systemizing two sides of it. Basically the whole entire thing really.
Alberto Riehl: 00:27:45 Yeah. It was life changing too. That month, that October, because I had a goal of 25,000. I said, if I hit 25,000, as soon as I hit 25,000 I'm going to stop meeting with people face to face. So in October, I blew past that pretty quickly, and as soon as I did, I stopped meeting with people. So all of a sudden I find myself, I have a bunch of free time. Now of course, then that gave me the time to work on the program, and that's what I did. But that was a huge, that was a game changer, life changer. I remember October, and then November, and I was just like, poking myself because for a long time I always thought ... For years and years and years I always thought if I could find a way to run my business and do it virtual, it would just be a game changer.
Alberto Riehl: 00:28:39 My family and I love to travel, we love to be at the beach as you can see, and now this is my office, this is where I get to do my business. I'm barefooted most of the day, which was actually a goal. I had a goal when I was wearing suits as an insurance guy, wearing a suit in 100 degree weather, sweating, my goal was, I want to do business barefooted. And so I get to do that now. That started in October/November, where all of a sudden it just shifted. I was like, wow, it's happening. I've been thinking about it, I've been visualizing it, I've been writing about it for years and now it's finally here.
Sam Ovens: 00:29:16 When you were doing the in-person stuff were you in America doing that?
Alberto Riehl: 00:29:19 Yeah.
Sam Ovens: 00:29:20 And so you moved, didn't you?
Alberto Riehl: 00:29:22 Yeah, I did.
Sam Ovens: 00:29:22 When did that happen?
Alberto Riehl: 00:29:26 That happened ... That happened quickly man. That happened in the winter ... Actually what happened in January of 2017, so just that winter right after, a few months later, Sara and I have always been asked by her dad to come down to a little town that's just north of Tulum called Puerto Aventuras. He's retired, and he's been coming here for nine years, 10 years every winter. It's just a great place, great weather during the winter, and I never could. He'd been asking us for years, for five, six, seven years to come and we never could because I had to work. If I'm not out there in the field working my butt off I'm not creating income, you know? So we could never come. Finally in January 2017 was the first year that we could come. Again, we had just done 12, and I think I did 12 in October, 11 in November, and so I was going for 25 grand, and at that point we were close to 70 grand a month, and I'm doing it all virtual.
Alberto Riehl: 00:30:27 So I said, okay, yeah we can come in January. We had a place booked, an Airbnb booked here on the water for five weeks, so we're going to be here for five weeks with the whole family. Two weeks into it Sara looks at me and says, "I could live here." And I've always wanted to live international, outside, I wanted my kids to learn another language, that's very important to me. So a couple of weeks into it she's like, "I could live here." So right away I started looking for a place for us and we ended up staying.
Sam Ovens: 00:30:59 Sara's your wife.
Alberto Riehl: 00:31:01 Yes.
Sam Ovens: 00:31:05 Got it. And then, you went here thinking you were going to be on a vacation for five weeks, but then you realized screw it, let's just stay.
Alberto Riehl: 00:31:13 Yeah. I'd always wanted to, but she's from the US, just grew up there all her life, it's a lot. It's a big change to move to another country. So I think that just her getting to experience it down here and seeing that it was safe for her, it was safe for the kids, everybody speaks English. We're in an area there's a lot of what they call expats, a lot of Europeans, a lot of Swiss, a lot of people from the cold come down here, a lot of Canadians, people from New York come here for the winter, and so she saw that, wow, it's kind of like America but with a little bit more of a melting pot. Everybody speaks English, they had a good school for the kids, it was fun, everybody's just driving around in golf carts, and so she thought, okay, yeah, I could do it. And I was ready to go. As soon as she said, "I could live here," I literally had somebody looking at houses for us the next day, because I didn't want her to like, come out of the ether, you know? So I was like, okay, we're going to sign a contract here before she comes out of this. And that's what we did. Right away we found a house right on the beach that was perfect, and we ended up signing a lease right then and there.
Sam Ovens: 00:32:24 Nice. Then you continued to run your business from there.
Alberto Riehl: 00:32:31 Yeah. Continued to run it. I was going to say without a hiccup, but you know, being in a third world country the internet was, some of the things we take for granted in the US, we had some internet problems, inconsistently, you know the service going up and down.
Sam Ovens: 00:32:44 I remember you asking that on the Q&A. You were like, "What do I do about my internet?" I was like, "Get a satellite."
Alberto Riehl: 00:32:50 Yeah.
Sam Ovens: 00:32:50 And you have a satellite now.
Alberto Riehl: 00:32:53 Yeah, we have a satellite now, and I'm happy to report last Wednesday I got fiber installed. Fiber just got here. So now I have three internet services. My satellite is now number two in line, the fiber is way faster so I'm using fiber. Fiber, satellite, and the normal stuff that everybody uses down here.
Sam Ovens: 00:33:13 [inaudible 00:33:13].
Alberto Riehl: 00:33:13 Yeah.
Sam Ovens: 00:33:15 You've got three backups.
Alberto Riehl: 00:33:17 I've got three backups, yeah.
Sam Ovens: 00:33:19 Nice. What really allowed you, because I understand that you were able to start selling this program to these people with this new system and you scale up to like, 18, 20, 50K a month, whatever, but how do you go to 290? Because that's quite a lot more. And you said it's well beyond what you thought was possible. You people that said that were lying. So how did that actually happen?
Alberto Riehl: 00:33:53 You know, for me ... Well 2017 was last year, I actually joined the Mastermind pretty quickly. I ended up joining the Mastermind January first, so I'm on a calendar-type, you know from January first to December, and that, again it comes back to belief, perception, mindset, and so instead of hanging out with people that think 90,000 is a lot, one of the things that the Mastermind did, I remember going to the first Mastermind, it was in 2017, February I think, at the end of February or something like that I had just joined, and I remember being there, still doing about 12, 13, I was kind of around right there, which is about 60-70 a month, and I remember thinking I was pretty hot shit because that's the most I'd ever done, and being the smallest guy in the room. Being the guy with the least amount of results. It was just awesome. I had one guy next to me doing 350,000, another guy next to me doing 600,000, Andrew over there doing, I think he was at 800 or whatever it was, and in that right there, my belief to what's possible changed. All of a sudden I was humbled, which I needed, and learned very quickly that that 70 grand a month was really nothing. And I was playing small.
Alberto Riehl: 00:35:21 I remember as you start the Mastermind and you're saying okay, what's everybody's goal? My goal was 100 grand and I thought that was big, and as I hear everybody's goals, and peoples' goals are like a million a month, and 800 a month, I'm like, wow, I can't [inaudible 00:35:36] a month, that's embarrassing. So instantly there I changed my goal to 200 a month, which was still one of the lowest ones. But I didn't believe it, but again, just being around those people that were doing it and getting to hang out with them, going to dinner with them, we have dinners, we have lunches together and you get to talk to them and everybody's super cool and super nice, everybody's very giving, but there was nobody that's like, wow, this guy's a genius. No wonder he's doing 500 K a month. It just lets you know that these guys are just like you. All it takes is discipline, okay they're working harder than I am, they're putting in more hours than I am, they're more committed than I am, they got more self discipline than I am, that's what it is. Am I willing to do that? And if I am, then I can have that. So that's where it really changed for me.
Sam Ovens: 00:36:22 Yeah, that's interesting. You always think that those people must be really special, and they're probably not even human, and then you meet them and you realize that they're fully human, but just hard working.
Alberto Riehl: 00:36:40 Yeah. Exactly. That's what it was. Definitely.
Sam Ovens: 00:36:46 How did you go to 290? Because it can't just be meeting some people and thinking it's possible. Because now you know it's possible and you're aiming for it, which is a great start, but how do you get it?
Alberto Riehl: 00:37:01 Just start going after it. I remember I had a conversation with Andrew Argue right before I went to a thousand a day. I couldn't go to a thousand a day, mentally I couldn't do it. I was too scared.
Sam Ovens: 00:37:12 This is Adspend, right? For people listening?
Alberto Riehl: 00:37:14 Yeah, Facebook Adspend. A thousand a day. And just having a conversation with him, he said, "Dude, I was scared the same way." And then Amanda saying, she's yelling in the background on the phone, "He was scared at 2000, he was scared at 3000, he was scared-" I was like, okay, yeah. It's just going to keep going. And it reminded me that this is what I teach my people, is that they're going to hit that, [inaudible 00:37:35] Project calls it a terror barrier, that wall, and that's where I was, and I just went forth. That was a big thing. So now I just went past 3000 a day last week, and guess what, I had a conversation with Andrew again last week and it was kind of very similar, but I just kind of needed that reassurance, dude, you're on the right path.
Alberto Riehl: 00:37:57 I added two sales guys at the end of last year. So last year I did it all pretty much by myself, and then at the end of the year I added two sales guys. They're still with me today, they're doing very well.
Sam Ovens: 00:38:06 What was the amount you could get to just by yourself?
Alberto Riehl: 00:38:10 By myself, what did I get to? I got to right around ... Gosh, I think I was right around 22, 23, that's where I was hovering for a while.
Sam Ovens: 00:38:27 22 or 23 units at that price, that's like 128 to 140K.
Alberto Riehl: 00:38:30 Units, yeah. So I was about 120, 130, yeah, around there. And I found myself stuck there for a little while.
Sam Ovens: 00:38:42 How come?
Alberto Riehl: 00:38:43 I want to say six months maybe I was stuck there. Did you say how come?
Sam Ovens: 00:38:48 Mm-hmm (affirmative).
Alberto Riehl: 00:38:50 I'm getting reminders, all these appointment sets are coming through.
Alberto Riehl: 00:38:57 I don't know, I think that's where ... Well, I mean looking back I thought I needed more appointments and more sales people. I was doing a max of five appointments per day, and I know when you were grinding it out you were doing like 10 a day or 12 a day, or something like that.
Sam Ovens: 00:39:15 Yeah, but I didn't have kids.
Alberto Riehl: 00:39:19 Exactly. And that's the thing, at five that's what I was willing to do. So I was doing 25 a week and that's what I was able to get to. So I thought, okay, I either have to take on more appointments myself and kiss my family goodbye, or say sorry, we're going to see you less, which I did not want to do, or I start adding some sales people. So I started adding some sales people. I added two right away.
Sam Ovens: 00:39:43 Got it. There was a lot of friction to having to bring on other people.
Alberto Riehl: 00:39:49 Yeah.
Sam Ovens: 00:39:50 That's always there man, you should see how long it took me to do that. It's one of the biggest barriers. And so as soon as you started to bring on some reps and then you started increasing the spend, it's really these two variables that started growing things up.
Alberto Riehl: 00:40:09 Yeah. And of course, bringing the people on was a big thing, because another mindset thing I had to go through was, I had told myself that I was going to be a one man show. I think people are calling it now a solopreneur or whatever it is. Because I had agents before. I'd had hundreds of agents before working with me and sometimes they needed stuff at nine o'clock at night or 10 o'clock at night and if they needed something I was going to be on the phone and helping them out. So I didn't want to do that again.
Alberto Riehl: 00:40:40 I wanted to focus on being able to spend time with my family. I don't know if you can hear my 12-month-old, my year-old just woke up from a nap there in the background. And so that got in my way for a while. Well, but you said you weren't going to start bringing more people on, you're not going to babysit more. That's what I called it. You're not going to babysit more, it's going to take time away, but I thought, okay, what do I want more? I finally got to the point where I can't have it all, so what do I want more? I either take on more appointments, I bring on people, or I just stay stagnate, stay where I'm at, and be happy with it. And I knew I couldn't be happy with that. I knew that I couldn't stay fulfilled by staying in the same spot, so I knew that wasn't the answer.
Alberto Riehl: 00:41:24 So I thought okay, I'm going to bring on some people. I'm here to help people. I'm helping agents. Well guess what. I can also help other consultants, and today it's been great, because both of the guys that are with me were actually friends of mine from before, known them before the business, and their life has now turned around. They're earning more money than they ever had before, the training they're very grateful about, mindset training and stuff that we go over that they've never had, so now we have a nice little team going and we just added a third guy last month.
Sam Ovens: 00:41:56 Nice.
Alberto Riehl: 00:41:57 Yeah.
Sam Ovens: 00:42:01 How is it going for the agents, being sold through with an automated online system with this new sales model, and also going through a virtual training program with videos and things? How's that going for them?
Alberto Riehl: 00:42:17 It's going awesome man. Again, there was doubt, but it was all in my mind, because I thought, okay, could it work this way? Insurance is a very traditional industry, where they teach you it has to be face to face, just get in the door. Kind of old school sales. Just get in the door. Don't do anything on the phone, you just want to get in the door. All the trainings are done face to face. They have conventions all the time where a thousand agents gather up and all that. And so I had my doubts personally because of it, but at the end of the day man, it's working awesome. Right now it kind of has gained momentum and has a life of its own. We're getting results published from our clients every single day. Every day. It's just awesome. Guys that, you know just in the last three days we've had one guy that said he tripled his return on investment in our program in 24 hours. That was on Friday. Another guy did 20,000 dollars in one day. Another guy ended up with 60,000 dollars last month, and this is just what's coming to mind in the last few days. I mean, they're just pouring in, pouring in. They kind of have a life of its own. It's pretty cool to see people ... I've done some video interviews kind of like this that I got as an idea from you, and I've had guys break down at the end, crying because their life has completely changed with our program. So that's super cool to see.
Sam Ovens: 00:43:40 Nice. What is it about what you teach these people? How are you able to do that?
Alberto Riehl: 00:43:49 Well I think the main thing is that I've done it before, for me. That's one of the things that people ask me all the time, well what makes you different than the other program out there teaching life insurance agents? I say, well at my highlight, I guess my high point in insurance, I was with an insurance company that had 12,000 sales people and I was number one. Number one out of 12,000. So I said, okay, think about having the top guy in the company, the guy that's doing the training, that people are asking him to do the training and having him hold your hand through his process and teaching you exactly how he does it. And it goes back to like, you know they say there's no shortcut to success, but if there was a shortcut, find somebody that has done what you want to be doing and then just copy them. And so that's the way I designed it, exactly what I used to do to hit those numbers, and I teach them exactly how to do it.
Sam Ovens: 00:44:39 Perfect. That's exactly what I recommend. Because that's what I do too. Because you know it will work, I mean it just worked. You know what I mean? That's how I know. Some people including myself used to be anxious about making trainings. You're like, oh, but if I teach these people this, will they understand it? Then, will they implement it? And then, if they do implement it, will it work? And there's a lot of doubt there, right?
Alberto Riehl: 00:45:08 Yeah.
Sam Ovens: 00:45:09 But then the only thing that made me think, yes it will, is because it did, for me. And it's like, well if it worked for me, and I know it absolutely worked, then it should work for them. But, as a good rule it's like, if it didn't work for me, and I haven't done it, don't put it in, because you know what's going to happen. It won't work.
Alberto Riehl: 00:45:28 Yeah. Exactly.
Sam Ovens: 00:45:37 And what is it about the things you teach them? What made you number one out of 12,000 reps?
Alberto Riehl: 00:45:45 Well I think it's a combination of a lot of things. Like I used to, when I had my insurance agency and I'd teach my reps, I always put mindset first. I told my guys that, you know, we're not an insurance company, we are a personal development company whose compensation plan is funded by insurance. And so we were a mindset company, a personal development company first, and a lot of insurance guys don't want to hear that. A lot of insurance guys are like, yeah, yeah, yeah, but just give me your magical script. Or yeah, yeah, yeah, but just give me the magical leads. And so the guys that didn't resonate with that, we just get rid of them or they didn't come. So we had guys that every day were focused and did their exercise, you know we're talking visualizing exercises, writing down goals, and that's what we focused on. And then at the same time then we did have a way to generate the clients, and then I have a literal step-by-step, word for word script that I've used, which I share with my clients to close business in one meeting. Which is one thing that I always did. And that's what's great about the results we have on our page, snapshots, screenshots from people posting in our group. I mean, people closing 25,000 dollar a year premiums. I know that probably doesn't mean much to you, but that's considered a pretty large case in the insurance business, 25,000 a year in one appointment. Where most agents think they've got to meet with people four times, they do a fact finder, and then after that they propose a few different illustrations, and then they get back and talk about it, then they finally close business. Four meetings. We do it in one meeting.
Sam Ovens: 00:47:18 Because you can do all four of those in one meeting.
Alberto Riehl: 00:47:21 Yeah. We do it all in one meeting. And just keeping it very simple through ... Again the script is very simple. Most insurance agents, financial advisors have a little bit of an ego. They want to tell the prospect, they want to show the prospect how much they know. So they're talking about all these financial terms and dividends and payout and tax deferred and all this, and the client, all they care about is hey, is this going to take care of my family if something happens? Is this going to take care of the problem? That's all they care about. So that's all we focus on. We make it very simple, and so people are able to move forward because they have the confidence. They understand what we're talking about and they have the confidence to make a decision. You know, you need a certain level of confidence, right, psychology wise to make a decision. If there's any doubt, especially with something this important, no decision is made. And so that's how we teach our guys, just very simple. We do surveys after every appointment, and they say, man, this guy's insurance is very easy to understand. It's the first time that we understand insurance.
Alberto Riehl: 00:48:21 now, it's the same insurance. They're delivering the policy. It's a 60-page policy made up of legal jargon that nobody knows including myself, but just the way the agent explains it, the people like it because they understand it, they feel smart, the agent makes them feel smart, so they like the agent, they trust the agent, they have a certain level of confidence to make a decision and it all comes together and they make a decision in 45 minutes.
Sam Ovens: 00:48:45 Insurance for humans.
Alberto Riehl: 00:48:46 That's what it is. That's what it is. I actually had a training on my last Q&A on Thursday and that's exactly, the guy's giving me his ... We have a part of it called a Ben Duffy, which is where we humanize ourselves. That's what we do, we humanize ourselves because people are ready to meet a sales agent but they're not ready to meet that person. We humanize ourselves and he starts talking about, what's the word he used? It was, arbitrage, that's what it was, arbitrage. And I'm like, dud, do not ... Take that word out and say it for humans.
Sam Ovens: 00:49:24 It's a Wall Street term, not a household term.
Alberto Riehl: 00:49:28 Yeah. And that's the thing, the insurance guys try to say they're financial advisors. Maybe they are, whatever, and they try to act like one and talk like one, but all that does is it confuses people and so they get the old, "I want to think about it." And then they never hear back from them again.
Sam Ovens: 00:49:46 You know, I find labels really distort things and confuse people. That's why I personally don't like them.
Alberto Riehl: 00:49:55 Yeah.
Sam Ovens: 00:49:56 Because you think, oh, that's what I am. And so then you try to pretend and act like you are this, but you're not a label, you're helping solve this problem for this person, which is worrying about their future.
Alberto Riehl: 00:50:16 Exactly.
Sam Ovens: 00:50:18 You're selling a safe future.
Alberto Riehl: 00:50:23 Yeah, it's a solution. And we teach most agents to focus on features, you know? Like oh, it's got this much cash value at age 65, and here's an accelerated death benefit, you can get 90% out if you diagnosed with a disease like heart attack, cancer, stroke, and they start going into stuff like that, and the prospect is just like, oh my goodness! Is this just going to take care of my family in case X, Y, Z? That's all I care about. So that's what we teach them to do, just to keep it simple, keep it in the language that the client can understand, and find out what the problem is and then provide something that solves it. That's it. And you don't need four meetings for that.
Sam Ovens: 00:51:03 That's awesome. And so, what's next for you? What do you want to do with this business? Like five years from now, 10 years from now, what's the vision?
Alberto Riehl: 00:51:19 Man, I've been thinking a lot about that lately, because I just got the idea that I know how to make it a million dollar a month business. I know how to make it an eight-figure business. So I'm laying the tracks I guess, the infrastructure now to make that happen. But that's not even a five-year plan. A five-ten-year plan would be more of a hundred million dollar plan. And so that is more of a, we go back to willingness. I know it's out there, I know it's very possible, the opportunities that we have are huge with what's happening in the world, and we have a very old industry, the average advisor or insurance agency is 58 years old and the experts, whoever the experts are, are saying that in the next eight years there's going to be 250,000 less agents and less advisors than there are today. The millennials have been slow to get into it because, they're going after the hot stuff, digital marketing and social media. They want to be YouTube stars and stuff like that, and selling life insurance just isn't that cool.
Alberto Riehl: 00:52:27 But what's great about it is that all the benefits that the young guys want, I think the millennials have gotten a little bit of a hard time, people talk about, oh, they want to make six figures right out of school, and they want to dictate their own shots, and they want three months vacation and they don't want to be managed, and they want to be their own boss, and they want to work when they want. Well guess what. That's insurance. If you do it right, all those benefits of insurance, that's what it is. So there's a huge opportunity for it, and so I see us really changing the industry as how somebody gets involved in it. I see these big companies, which today we're very blessed. Every major company, we have every major company as a client, whether it's New York Life, or Prudential, or State Farm, or Farmers ... You can just list them all, they're all clients today.
Sam Ovens: 00:53:13 When you were nine and you had this issue with insurance and stuff, what was the issue? What made that so visceral and important to you to try and fix? What was the problem there?
Alberto Riehl: 00:53:32 My dad actually had millions of dollars of insurance, life insurance. He had millions of dollars. When I was growing up mom said that they used to laugh about, you know, my mom's going to have him off or something because he was worth more dead than alive to her. But it wasn't done properly. There's a lot of responsibility on the agent, on the advisor. Filling out the application properly, making sure everything is done properly, because we have to know that insurance companies are a business.
Alberto Riehl: 00:54:03 And unfortunately, when there's a big claim, or any claim, insurance companies aren't with their checkbooks saying, "Hey, here you go. How much was it? Here you go." The very first thing they do is they look for a reason to not have to pay. That's something everybody should know. Okay, let's make sure everything was done, T's were crossed, everything was good. And in this case they found several things that were not done properly, and so the insurance agents washed their hands of any responsibility. So my mom had ... She was a homemaker. She hadn't worked, and so went from taking care of the kids, to all of a sudden she has to raise three kids. I was the oldest of three. I was nine, my sister was five, my brother had just turned one year old, and all of a sudden she's single, trying to raise three kids.
Alberto Riehl: 00:54:53 And so we were in South America, we had to move to Texas which is where my grandfather, my mom's parents were, and went from living a decent life, a good life, to now we're living in my grandparents' little two bedroom town home and getting state help and free lunch at school and hand me down clothing. And all I heard growing up, and maybe one of the reasons why I didn't believe you were making 3000 a month, all I heard growing up is, "No, we don't have money. No, we can't afford it. No, we can't afford it." And of course as a kid, that kind of, it builds your paradigm. So I had that scarcity mentality, poverty mentality.
Sam Ovens: 00:55:32 So what is it called when an insurance company refuses to pay out an insurance thing like that?
Alberto Riehl: 00:55:39 Well, they just [inaudible 00:55:43] of a policy, they're just declining the policy. Declining the claim. And they give you the reasons why. There's a contestability period, and things have changed, but here in the US it's a two-year contestability period. If you have a policy in the first two years they can contest it. If something happens, if there's a death claim in the first two years there's a contestability period and the insurance company is going to look for anything they can find to not have to pay that claim. You know, if you have a suicide or stuff like that, they don't pay in the first two years. So it was still within that two-year period and so the insurance company didn't pay. They declined all the claims.
Sam Ovens: 00:56:23 So I've got a good vision, mission for you then. What you're really trying to do is know ... It's like a statement. No honest life insurance claim left unpaid. Or better terms than that. But you know what I mean? Just make sure that if it's honest and it's about life insurance and there's a claim, zero of them are not paid out.
Alberto Riehl: 00:56:54 Yeah. Yeah.
Sam Ovens: 00:56:56 Because that's really what you care about, obviously.
Alberto Riehl: 00:56:59 Yeah. And that happens all the time, with agents going through applications, and they're like, "Oh Sam, you were kind of dizzy and you had a blackout six months ago? Did you go to the doctor?" "No, I didn't go to the doctor." "Okay, well then it's not in the medical records anywhere. We're just not going to talk about that on the application. Okay?" Got it, okay. Something as simple as that, that happens every day. If the insurance companies find it, of course they're going to decline it.
Sam Ovens: 00:57:28 There's two sides to it. It's kind of cool because on one side of it you're making sure that the people who are buying this insurance are not going to get screwed, and you're helping them. On the other side of it, in order to do that you've got to make sure the agents are really good. And then by being really good, not only are they helping the people but they also get to make a lot of money. So it's a good business. I can see why it's done what it's done, because there's a lot of meaning behind it, and there's a lot of experience behind it, and it's a win-win for both sides of the party. You know what I mean? You're not just trying to make money for yourself by helping agents just sell more stuff, you know what I mean? It's got more meaning to it than that.
Alberto Riehl: 00:58:18 Yeah, absolutely. Absolutely.
Sam Ovens: 00:58:19 What would you say has been the most transformational part of going through the program?
Alberto Riehl: 00:58:29 Transformational part. Well, I think it's two things really. Number one is the Facebook, having everything virtual. Again, when I was in that bank, I remember it perfectly man. I remember where I was sitting, the lady had just gotten up to go ... I didn't want to be rude because I got this little ding, I didn't know what it was, but I was kind of ... You know, when you first go live and you're like, "Oh my gosh," and kind of nervous. And I remember checking my phone. That was one transformation that happened in an instant. Like, holy crap, this works. It's actually working. I've taken everything and now, this is where the rubber hits the road. This is where everything we've done is for this right here. So that was one. That really got me to the place where I could leave the old school place of doing business, or the dinosaur way of doing business. And then the second one was, okay now that I'm doing pretty decent and I start kind of feeling good about myself, to be part of the mastermind and be in a room where ... Again, it changed my perception. My whole perspective, what's possible, it just gave me something to shoot for, gave me belief that I really needed to go for something bigger. Because you know, at 12, 13 units, 12, 13 sales or clients a month I was pretty happy. I was pretty happy, I was pretty fulfilled. Who knows how long I would have stayed there. I did kind of start inching up from there on my own, but that started again with the Mastermind. That really wanted me, it pushed me to get to that next level, because now it's like okay, we're getting together again in four months in June, and guess what, we're going over our numbers. I don't want to say my numbers and they're exactly the same. I want to show that I can do-
Sam Ovens: 01:00:20 So that made a big difference for you, because remember, I still do that every time, go around at the start. Every single person says where they're at, where they want to go to. So that made a difference for you, at the first one, hearing all of that from the other people.
Alberto Riehl: 01:00:34 Yeah. Not only hearing it from them, so that let me know that a lot more was possible. It was also accountability, because I'm in a group of people that I now respect, like holy crap, this guy over here is going to make seven million this year, this guy over here is going to make four million this year, and I mean, in the world out there, that's not something that's very common. You don't find, even insurance business, financial advisers, I was listening to this training where they had the top one percent or something of Morgan Stanley guys, and they were averaging 900,000 a year. That's like the top Morgan Stanley bankers, that's where the money is, they were averaging 900,000 a year. And to have a guy in the room doing that in a month, it's like, it just blows away any sort of ceiling that I had made myself.
Sam Ovens: 01:01:29 Cool. So how can people learn more about what you do? Like, we're going to put this on YouTube and Facebook and things, and I'm sure a lot of people who are listening will be like, hey, I know someone who's an insurance agent, or something like that. So how can they learn more about what you do?
Alberto Riehl: 01:01:48 They can go to predictablepremium.com. That's the name of my program, predictablepremium.com, and that will give them all the information that they want.
Sam Ovens: 01:01:58 Awesome. Well thanks for jumping on. It's awesome to hear the story. I knew what the results were, but I didn't really hear the deeper story behind it. So it's actually quite fun to hear it all.
Alberto Riehl: 01:02:11 Yeah. Awesome man. Thank you for doing this. It was pretty fun. Thank you for everything that you do, because yeah, it's completely transformed the way we run our business and our lives. So thank you.
Sam Ovens: 01:02:22 No problem. We'll speak again soon.
Alberto Riehl: 01:02:25 All right buddy.
Sam Ovens: 01:02:26 See you.
Alberto Riehl: 01:02:26 Bye-bye.