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An
Insurance Pro Shop®
Exclusive Forrest Wallace Cato Discusses...
HOW FINDING GOOD Alan W. (“Sell More”) Altmann: First let’s establish that you are a recognized ‘thought leader’ in the insurance and financial planning industries. You are not just another guy who claims to be a guru … Forrest Wallace Cato: (Interrupting!) I’m not any type of guru!
Cato: Thank you. I owe any and all success to the agents and planners that I write for. And to the kind people who had faith in me and gave me a chance. Agents and planners are my heroes. Most of them! There are a few clowns as we all know, but most of the people in our industry are honorable and responsible professionals who help and benefit their clients. Altmann: Who was the first famous name motivator to influenced you? Cato: Napoleon Hill. During the many months I spent studying the works of Napoleon Hill, before editing some of his writing, I was very much aware of the honor and responsibility that I had been entrusted with. Much time was spent in consultation with respected Napoleon Hill scholars and working with staff members of the Napoleon Hill World Learning Center. Being well-aware of Napoleon Hill’s body of works lead to my later working for Norman Vincent Peale, Robert H. Schuller, Charles “Tremendous” Jones, W. Clement Stone, and Zig Ziglar, among other self-help leaders. But I never met Napoleon Hill or his son. Today inspirational guidance, self-help, and personal motivation speaker-trainers are a dime for ten dozen. But these were all great ‘names.’ Power of a Handwritten Message Altmann: When you were a teenager, didn’t you write fan letters to famous people? Cato: Yes, but these were never fan letters. I did not write fan letters at all. Never gushy letters full of praise and adoration. I wrote to lots of famous people that interested me, and most of them wrote back. Back then most letter were handwritten. Mostly I wrote to people who did not find good reasons to do less in their life and work. I wrote to General George S. Patton’s wife because he was dead. We corresponded for about sixteen years. I wrote to General Omar Bradley’s widow because he was deceased. We wrote back-and-forth for years. I wrote to Bishop Fulton J. Sheen and Norman Vincent Peale for years and they eventually invited me to visit their homes. I wrote to Edward L. Bernays the founder of modern public relations for many years. Of course Ivy Lee did PR for John D. Rockefeller before Ed Bernays was around. Lee told Rockefeller to ‘hand-out dimes.’ Long before Lee, a man called John the Baptist did PR for Jesus Christ. Throughout history many people practiced public relations before this became a profession. I corresponded with Dr. Stuart Henderson Britt and learned much from him. Dr. Britt conducted America’s propaganda efforts during WWII. For over twenty years, Simon Wiesenthal, the famous tracer of Nazi war criminals, and I exchanged many letters discussing lots of topics. He once stayed at my house. Simon Wiesenthal never sought good reasons to do less. Loren Dunton the founder of financial planning often stayed at my house. I even wrote to Albert Speer the Nazi war criminal during his last ten years in prison and on until he died. I always thought, and I still think, that Albert Speer should have been executed. I think Albert Speer was a greater con-man than Bernie Madoff. I believe that until his death he admired Adolf Hitler and Hitler’s top thugs. That is the clear impression Speer gave me. Ten times I wrote to Rudolf Hess when he was in Spandau Prison but he never answered, not once. I wrote to the late actor Peter Ustinov ten times but he also never answered. Ustinov’s career was saved and revived three times by media promotion and each time his ‘come back’ was greater. I thought this was a very interesting story. Even today, simple and brief handwritten messages from agents and planners, to their clients and prospects, can be very effective. Dating Movie Star Sandra Dee Altmann: Didn't you learn at an early age that you could gain access to famous people? Cato: I learned at an early age that, even though I was poor, young, and inexperienced, if I simply wrote an intelligent letter to famous people of substance in whom I was interested, they usually noticed me and corresponded on a regular basis, if that is what I encouraged. I never gloated over them but I usually suggested something that was to their benefit. I had a gift for making them feel comfortable with me, but I had to conceal that I was so young. I had to also not reveal that eventually they some times asked me for advice about their images. I found that because of my young age no one would believe me if I mentioned that I communicated with famous people, often about personal or confidential matters. I’m often asked about how I get well-established people to accept me and I think it is that they decide they can trust me. I’m not anyone special and I’m from the wrong side of the tracks. My clients are special. I’m not a king. I am a king-maker. When people quickly conclude that I can be trusted then I’m in, usually for a long time. These letters involved mostly some American military generals, writers, movie producers, and movie directors, but not many movie actors. I was never especially interested in movie actors. Although once I did steal Rod Steiger’s script when he was working on location. I was interested in Rod Steiger’s great talent and that of Peter O’Toole. Finally, I meet Peter O’Toole a few years ago when he visited Atlanta. But few other actors interested me. I have always been very interested in great talent. For a long time I correspond with George S. Ullman the man who created and managed Rudolf Valentino. Mister Ullman was elderly, frail, and retired and largely forgotten but still had valuable and useful knowledge about promoting a person into a star plus how to write a screenplay. He sold (to producers) the first four movie scripts that I wrote. Admiral and later Chief of Naval Operations Elmo R. Zumwalt, Jr., wrote to me often after he retired. Shannon Kelley Clark, widow of Admiral Jocko Clark of war in the Pacific fame during WWII was a client of mine when she owned an investment fine-art gallery. Shannon was the first woman in America to be a bank president. I had many more talks with Colonel Tom Parker than I did with Elvis Presley. I thought Colonel Parker could teach me more about making a person famous. Of course I met my childhood B-movie cowboy heroes, Roy Rogers and Gene Autry. I worked for their producer, Ross Bagwell, so it was easy to meet both ‘Mister Roy’ and ‘Mister Gene,’ whom I also ended-up working for. The movie producer-director I became the closest with was Ron Ormond. The kindest, and the most thoughtful, and the most generous celebrity was Steve Allen. He created the Tonight Show. Steve Allen was a massive-massive talent and he was highly under-rated. He was such a good man. Steve Allen was also brilliant. I briefly dated movie actress Sandra Dee. Failure to control her image destroyed her career. Her mental problems came much later. I was going to work for her but this didn’t work out. People assume that either Elvis Presley or Sandra Dee was the highlight of my celebrity experience, but I think the highlight was Steve Allen. Mister Allen would get-to-the-point and he was never a pain-in-the-ass. My work became so involved with financial professionals that gradually I specialized with them. After Steve Allen, I must acknowledge that the twelve-years during which Charles “Tremendous” Jones was my client were wonderful, -- every day was a joy. We achieve great heights and he was a truly a great man. It was such an honor for me to even be in the same room with Charles “Tremendous” Jones. I’m ashamed that I talked so much when we were alone. I should have listened more. Altmann: You edited Financial Planning and Trusts & Estates magazines during their glory days. You became well-known yourself for your ability to get interviews that were very hard to get, like with the Presidents of the United States. You interviewed five of them, so far. Or people who were especially hot at the time, like His Holiness The Dali Lama, Warren Buffett, Ted Turner, Bill Gates, George Soros, and so-on. Or, hot names today like Congressman Barney Frank. You interviewed Coach Lew Holtz, Ralph Nader, John Bogle, and many other current ‘names.’ Is there any interview that you didn’t get which you regret that you failed to get? Cato: There are lots. Most of all I wish I could have interviewed Leonardo Da Vinci. He is possibly the most talented person that ever lived. Altmann: Do you have relationships that do not last or work-out? Cato: Of course. We all do. If a person is too much of a pain-in-the-ass to deal with then I will no longer try to deal with such a person. My life is getting too short to endure them. And I may not be another person’s cup-of-tea. Everyone was not meant for everyone. Some people do not trust any other person’s thoughts and ideas except their own. Some people are locked into themselves so completely that trusting another person is not an option. Altmann: Who is the financial professional you most admire? Cato: There are many. I admire all of those who do not seek good reasons to do less. I admire those who use their common-sense and proven intelligence to cut a greater figure in their marketplace and by doing-so end-up helping far more people. But if forced to pick one I choose Lew Nason, because for years Lew labored to master the fine art of actually closing nine-out-of-ten sales. Nason became famous for doing this. He was asked so often to speak that eventually he became a full-time sales trainer. Lew loves the industry and he loves agents and planners. Today Lew and his Jeremy Nason actually help insurance agents and financial planners to greatly increase their earnings and services. He has really helped more advisors than anyone I know. Lew Nason gets-to-the-point in a non-pretensions and relaxed manner. Plus he is a class act. People love him for not being another pompous pain-in-the-ass. I think a big reason for his great success is the fact that people quickly trust him. One senses that it is safe to trust him.
Discovering the Master Motivator -- Napoleon Hill Altmann: How or when did you first notice Napoleon Hill? Cato: When I was a young man in the U.S. Air Force I edited the base newspaper. I began carefully reading Napoleon Hill’s volumes. First I read Think And Grow Rich. Back then I never dreamed that I would one-day be assigned to up-date portions of Napoleon Hill’s classic writing. As I indicated in the Introduction to How To Sell Your Way Through Life, -- (This was Dr. Hill’s second all-time world-wide best-selling book.) – gradually I understood that our habits are the reasons for our success or failure. Then I began my life-long struggle to control my habits. As one of America’s most-booked professional speakers, I am sure you well-know that Napoleon Hill taught us that anyone will anchor in success habits or in failure habits. This applies to you, to me, and to everyone that reads this interview. All people anchor in one group or the other. It is much easier by far to anchor in failure habits. Thus the vast majority of people anchor in failure habits and experience lives of mediocrity. Altmann: Who do you consider to be the great sales trainer today?
Cato:
There are quite a few outstanding names I could mention. Again I
quickly bring-up Lew Nason. I know that Lew Nason, of
the famous Insurance Pro Shop® is one of America’s most
esteemed financial sales trainers today. As I just said, he is a
class act. He’s not about hustling people. I’m the closest to
financial products and services people so those are the people I
know best. Nason’s Insurance Pro Shop® is growing rapidly
and now attracts America’s biggest names in sales training and
motivation. They turn-out winners, one after another! Lew Nason
told me, “Long before men and women begin their careers, most
insurance agents and financial planners adopt either success habits
or failure habits. This is what Napoleon Hill first
concluded. At the Insurance Pro Shop® we try to help them
learn to always select, and stay with, success habits.” Lew Nason added, “As children or adults people automatically, and subconsciously, immediately defer to their success or failure habits without realizing that they are doing so. This becomes a life-long habit. Their decisions are also influenced by fear, uncertainty, dread, and caution, plus their life experiences and other factors.” Altmann: Tell us more about these habits? Cato: Countless times, each day, every person instinctively conducts instant searches for reasons to make conclusions. Based on your perceptions and mental programming you conclude that the glass is half-full or half-empty. Life teaches us that the more reasons we can find …
… the more we can postpone, delay, or avoid – the more we can do nothing! These choices always mean less work, less fear, less effort, less investment, less confrontation, less mental involvement, and less threat or interruption to one’s satisfaction or comfort levels. Failures find good reasons to do less. Failures Can Find Lots Of Reasons For Their Decisions
Altmann: And frequently selecting failure habits results in
habitual failures?| Altmann: Do people deliberately select failure habits? Cato: Many people who fail, or who waste years struggling as average or typical in their professions, are always seeking reasons to not make special efforts, or reasons to not invest in themselves, or reasons to not act now. In essence they are seeking justification to not work harder and smarter. They delude themselves into believing that doing nothing is taking correct action. This is often their way of coping with the unknown. They place themselves on the road to failure or mediocrity. Mediocre non-achievers go through life being scared and thus quickly-and-easily resort to conclusions that forever lock them into failure. They accept this because in failure they will not have to work hard or smart, they do not have to face so many rejections or challenges, they will not have to go to any special effort, they will not have to learn new or additional techniques, they will not have to change with the times, etc. Losers will not have to examine their mental baggage. In essence, failures will not have to do much more than exist by walking around in a suit and tie, while continually finding believable words to make their spouse and family think they are working diligently. Altmann: So it is easier to fail that to be successful? Cato: Anyone can more easily set a course for failure than for success. Simply doing little or nothing is a good start toward failure.
Anyone can more easily find reasons to not be
aggressive than reasons to be aggressive.
The reason for this is simple. Far more courage, confidence,
determination, and discipline are required to be aggressive. Plus
you have to exert special effort to become aggressive. To remain
un-aggressive requires nothing.
Brian Tracy, the noted platform speaker and sales trainer, told the Insurance Pro Shop®, “People who fail to reach their full potential can easily find reasons for not being assertive, or not taking on tasks, or not advancing. In essence, they never open doors to anything. Often failures are people with habits that enable them to ignore reality outside their office. They may even fail to notice that many changes have taken place since they were in the fifth grade.” Talking With A Dedicated Failure Altmann: Are you ever aware that you are talking with a person who is locked into failure habits? Cato: Of course. But they never have this awareness. My following ten suggestions were all quickly rejected by an insurance agent who has not increased his production or increased services since his fourth month in business. He has been an agent for eleven mediocre years. He never advanced to become a financial planner and charge for his valuable advice. Yet he is very sure, even certain, about what he is doing, and not going to do.
I Was Speaking To A Dinosaur Altmann: What did you conclude from talking with this agent? Cato: Of course I realized I was talking with a cautious dinosaur that could no longer effectively compete in any USA market area today. I appreciated and understood his reluctance to do anything. I’m sure you can see that too. I thought of how easy it would be for his competition to render him not only ineffective but irrelevant. Most anyone could take his major accounts away. He had great growth potential but I was frustrated. For him to understand the value and worth of creating an image to improve the perceptions prospects and clients had of him required a massive leap that he could not even comprehend or ever attempt. Worst of all was the fact that I could not penetrate his brain as he was locked into well-established habits that guaranteed his failure. I felt sad about this situation and I also felt like a failure for not being able to effectively communicate to this doomed and frightened dinosaur. Surely his desire was not to fail. He was certain to always find reasons not to change, not to adapt, not to improve, not to work harder, not to try something new for him, and not to leave his comfort zone. In actuality he was selecting reasons that guarantee he will not ever advance his bottom-line. He was even locked into reasons not to think. Apparently he considered anything to be unnecessary risk, or unnecessary bother, or unnecessary work. He is going to remain frightened and feel threatened -- the way he has always been – and he will do what he has always done -- yet he will expect different and improved results. That is one of the definitions of a fool, but I do not consider him to be a fool. A person has the right to remain just typical or average or even to always be mediocre if that is where they are most content. Certainly we all desire emotional stability and freedom from fear. Another reason for these unfortunate reactions in so many good people is because they become scared and cope by being over-cautious. It is human nature for many people to always quickly fixate upon the path of least resistance – whatever requires the least effort. They adopt this as their automatic response to anything and everything. This is why 20% sell 80% of the financial products and services. This guy has no hope of ever joining the 20% of top producers. However, he is very good indeed at finding reasons to avoid work and to do as little as possible. He will always come-up with good reasons to do less.
What would you have told this
dinosaur? How would you motivate this agent to at least open the
door to opportunity a few inches and peek in? About Alan W. Altmann: Altmann is an award-winning international keynote speaker whose engagements include hosting the annual UAE Global Speakers Summit in Dubai. He is most active in Dubai and Abu Dhabi, but has made platform presentations at many famous world-class venues such as addressing 10,000 business people at the Bangkok Conference Center, an audience of 13,000 in the enclosed Singapore Stadium, members of the London Chamber of Commerce in England, and other groups across the globe.
Al’s second home is in Dubai
where he is one of the best-known and most acclaimed speakers
and sales trainers in the United Arab Emirate countries.
HH Sheikh Mohammed is one of Al’s fans. Altmann is a TV
personality in the Middle East and resides in Dubai
during a portion of each year. In Dubai he specializes
in corporate seminars held there from around the world.
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I hope you found the information interesting and helpful in your efforts to grow your business.
Lew and Jeremy Nason
P.S. Do you have a friend or associate who is struggling in this business and needs help? Why not tell them about our Web site or better yet, forward this newsletter to them. They'll thank you!
© 2009, Lew Nason, RTIA, RFC, LUTC Graduate - All rights reserved and the creators of the Found Money Management™ Advanced Life Insurance Sales System the most endorsed and successful Life Insurance prospecting and sales system available for today’s insurance professional! Lew has been helping agents and advisors to achieve long-term success in financial services industry for over two decades. His unique perspective, on how to truly help clients, has enabled scores of agents and advisors reach the top levels of their profession. Visit his web site at http://www.insuranceproshop.com/ or call 877-297-4608.
Helping Insurance Agents and Financial Advisors create endless
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In
my book Mehdi Fakharzadeh is a close second, because he is
beloved for being such an honorable, decent, and caring man.
Mehdi Fakharzadeh brings honor to all financial professionals.
He is the opposite of the many greedy self-serving Wall Street
types. I am embarrassed and ashamed of the old self-promoting
clowns in financial planning who make obnoxious fools of
themselves. ‘Mister Mehdi’ is a role model who reflects
class and dignity. He has the high character qualities that I seek
to attain. I respect him
very much. 
