Tony Alessandra: Good morning Arthur. In our interview here, would you give us a little introduction of yourself? And tell us a little bit of your background prior to becoming a business coach.
Arthur Rosaria: Sure, thank you Tony. I, ahm, before becoming a business coach, I was a banker for close to 21 years. Ahm, and ah--commercial banking, also private banking, did everything from commercial side to (audio fluctuating) to the managing director side. I was also very much involved in on the Board of Chamber of Commerce, in Curacao and lots of organizations and ActionCOACH, I bumped into him, into the last, my last job as the director of Development Bank of Curacao. Actually they came to give me a presentation because it would be--ah--maybe interesting for a client and I liked it so much that I decided to --(audio fluctuating).
Tony Alessandra: Excellent. Now, how long ago did you ah--join ActionCOACH?
Arthur Rosaria: Actually, I went to training almost 5 years ago. That would be the end of March 2011. And I really started off my practice September 1st 2011.
Tony Alessandra: Alright. So, we’re talking about 5 years of you being an ActionCOACH.
Arthur Rosaria: That’s correct.
Tony Alessandra: Now, what specifically brought you to ActionCOACH as supposed to any other options of coaching?
Arthur Rosaria: What I like about--ah, liked and still like about ActionCOACH is ah--it is a system. It is a proven system. And not only that, we also have the support of thousand plus coaches worldwide. So if there is something that ah--one of my clients is having a challenge of something or myself, I’ll just post it on the forum and, you know, somewhere in the world, there’s an ActionCOACH who would have encountered this challenge before and can give us some tips on how to---on how to combat that and ultimately solve the problem.
Tony Alessandra: That’s it. The first time I heard that idea--so, it’s a great ah--group of people sharing best practices. When you post something on the forum, do you always get an answer?
Arthur Rosaria: AH--Yes. I--ah-- I have been--ah, I guess I was blast--I’m not very--i’m not ah--active participant and I have done--I see some people post something everyday. But ah, it is ah--and if you post--a guarantee -- you can always send an email to a specific coach whom you think that ah--you know, can give you the answer. And they will share--that is the--the--I think maybe one of the most about ActionCOACH is we share all the information that we have because if you get better as an actioncoach, ultimately it benefits the --(audio fades).
Tony Alessandra: Exactly. Very, very good. Now, what do you think, after 5 years now as an actioncoach, as a business coach. And with all the interaction that you have with other coaches. What would you say are the key traits that make a really good or even a great business coach?
Arthur Rosaria: Ahm, I believe it is a mindset. that‘s where it all starts off to. If you are--ah if you set medium goals? You are going to an average coach. And I understand not everybody wants to go--wants to reach the top or you know, maybe everybody does it--maybe everybody is willing to do everything what it takes to get there. And it is that mindset if you speak to that -- once again that number one coach within the ActionCOACH program. He goes an extra mile every time. He is--you know, grown through the--where he -- left or right, he knows better than everyone. It is not a surprise that he is number one coach, he puts in the work. And if you are willing to do that and follow the system, you will get success.
Tony Alessandra: When you say he puts in the work, what does that mean?
Arthur Rosaria: Ah, puts in the work, meaning, the ActionCOACH system consists of, you know, many different things. And when you go to training, you will get the rough overview. And once you start you will grow a bit deeper into the subject and most coaches, you know, they just touch the surface of what it is that we have to offer. And you have to discipline yourself that, you know, i have to put aside so many hours of the week into learning and that learning can be, you know, listening to one of your webinars or other webinars within the ActionCOACH world but also going back and rereading going more into detail about the ActionCOACH system itself. If you are willing to do that, and can hold yourself into doing that, like I said, success is almost guaranteed.
Tony Alessandra: Yeah. I think what you’re--what you’re conveying to was something that doesn't just make a great coach. It makes a great anyone in any occupation. I mean, willing to put in the hours, put in the time. Be in a constant learning ah--ah--mentality. Digging deeper and deeper. They’re going to rise to the top of whatever profession they’re in.
Arthur Rosaria: That’s correct.
Tony Alessandra: That’s one of the ideas you convey to your clients. You know, you mentioned that your background was in banking. So, do you go after those kinds of clients or you have a broader base of clients?
Arthur Rosaria: I have a broader base. Ah--I do some work with banks more on the executive coaching part. I’ve been trying ah--a little bit to get them ah--to involve their clients with--with--with great results. Ah--ah--ah--A colleague of mine in Jamaica has done very well in that respect. Here and there holding their cards, so to speak a little bit more closer to the chest. But I have different types of clients from optometrist to building inspectors to rental car companies, so it is a--a--a very wide-spectrum of -- of industries because, once again, this is not a system made for a particular -a--ah--ah type industry. It’s a system made for business.
Tony Alessandra: Ok, now, do you--will you do your coaching with wide variety of clients, do you have some favorite strategies that you implement over and over, that really work?
Arthur Rosaria: Ah, yes. In general, one of the first things we start of with is looking at your margins and ah---ah-- a lot of the clients they go out--they want to provide a great service or product at a great price. And unfortunately, they are emphasizing that great price. And not realizing that ah, you know, you’re not going to keep all the clients but if you raise your prices for --with a certain margin, people are not gonna leave. I mean, if you provide that same service or--and some may ask, how come an increase or so on--but the majority of them, they--they--they don’t. And it’s that hurdle that a lot of clients have in the beginning because they think it’s going to turn off ah ah their clients when they do that. But it’s--it’s the easiest way in in increasing your bottom line and it’s --it-- so far it’s worked every time.
Tony Alessandra: Yeah and I,I--let me add something there. I think, one of the big battles that business people have is this concept--the price. Ah, you know, if I raise my price, am I going to lose my clients or if i raise my price, even if I lose clients, will my revenue increase? That’s really the key. Whether my revenue will increase, But the biggest issue here is Arthur, how do I justify the value that I provide to offset the price that I’m charging. So when you talk to your clients and you’re talking about you know profit margins, and revenue and profitability about possibly raising a price, we also have to convey to them that they have to raise the value that they’re providing to the eyes of their customers. (09:05)Ah, you know, each year, I hold a conference, typically on October, I called it our Assessment Users Conference, and at our conference, in October of 2016, I have a world class speaker who’s addressing that very subject, he talks about how to raise value to offset the price in the mind of the customer. So, do you do any stand up training to your clients? You know, presentations--
Arthur Rosaria: Ahm, yeah. I’ve done for a--ah--large insurance company here. I’ve done presentation--I did a sales training ahm, for ah--their ah--sales team. And it was a regular ActionCOACH --the basic sales training--like ah--four hour sales training. But they wanted certain specific things so the--the--the--the first full day was basically know thyself. In which I use DISC. Ah, the second day was about sales and the third day was about presentation. How is it the best way. How do you present your ideas to your potential customers or to your customers in such a way that it has the biggest impact.
Tony Alessandra: Excellent. Now, you mentioned that the first day, you , you talked about knowing yourself and you use the DISC assessment. And I’m hoping that’s my DISC assessment. Is that--
Arthur Rosaria: Oh, this one was a few years back--we had that--assessment ritual but now i’m a big fan and I keep on buying because my customers are all happy so--
Tony Alessandra: Good. So how do you actually use online assessments with your clients? I mean, how do you present it? How do you position it? How do they value it?
Arthur Rosaria: Well what I would do is I give them a brief overview of communication. How is it that people perceives things and give them maybe some examples. I am a high D and I tell them, you know, how I do things. And they can see themselves and then they laugh. I said to them, one way to better communicate with others is that to learn a--ah--ah-ahh to understand yourself a bit better and one of the ways to do this is through ah--you know, taking a DISC assessment and ah--ahm, ah--hoping to have another ah--big clients come in. And, and, and gobble up a lots of this. So we both be happy.
Tony Alessandra: Exactly. Well we just make sure that everybody listening will know what we mean by DISC. DISC is D-I-S-C. And it stands for four primarily--primary ways people behave. So the D is dominance. So you said you’re a high D. I’m a high D also (laughter). I is influence. The S is steadiness. And the C is conscientiousness. And all of us has a dominant pattern. Many of us has a secondary pattern. And it’s important to understand your pattern and the pattern of the other people you’re dealing with so that you can adjust the way that you communicate with people so that there a-- a meeting of minds. That’s it. A real meeting of the minds. Now, let me ask you this. Do you prospect for new business and if so, how do you do that?
Arthur Rosaria: AHM--ah-ah-I'm not sure if I understand you correctly. What do you mean do I prospect for a business.
Tony Alessandra: Are you looking for you know, are you constantly looking for new clients?
Arthur Rosaria: Ah yes, I do ahm--ah and actually we are, we’re on a high note--we just had a billionaire in training to our from Brad, and ahm, so it is a constant business nowadays. You can’t just be satisfied getting a couple of customers and think you can just rely on them from now until forever. You have to constantly be looking out for new customers and especially for me having a firm if ahm, you know, if i have too many customers to handle, I have to hire a new coach. And so some of them ah--the newer customers can go to that coach.
Tony Alessandra: Excellent. Now, have you ever considered from a prospecting point of view, you’re looking for new customers, actually doing any kind of you know, one hour to two hour public seminars, let’s say in the evening, inviting the business community, giving them the taste of concepts that you cover. Not just the taste, but some good ideas to walk away with and ah--ah--hopefully contact you afterwards. I know I was speaking with another actioncoach from South Africa and she was telling me that she does these kinds of programs, you know, anywhere from one hour to two hours of the evening and face the business community and about 50% of the audience, after the program, fill out a little form, asking her to contact them or at least explore the possibility of them, you know, ah--engaging her in a business coaching agreement. So, you know, it’s--you might wanna consider--
Arthur Rosaria: Yeah, that--that’s something that -- also part of the program. Ah--ah--if--we have periodically. Ah we use to do it once a month at least. Ah--a--ah--free seminar, we’d recall. At the end of the seminar, the people can fill out an evaluation sheet and also ah--ahm, cross out would they like a free coaching seminar as we call it. Or if they’re interested in any other programs that ActionCOACH already offers. Whether in one to one coaching or maybe group coaching and so on. So that is a tool that we regularly use to prospect new customers.
Tony Alessandra: Right. So when you--when you use that tool, or any tool, ah to prospect for new customers, what’s a typical objection that you might get for somebody not wanting to engage in business coaching with you.
Arthur Rosaria: Ah, they get too expensive, you know, I can’t afford it. I am too busy. Ahm, we’ve heard--we’ve heard all the possible answers and the--the--the funny ones I think are -- I don’t want to grow my business that much because you know, I don’t need that much money. I don’t know why you’re in business then. (laughters) If you want to give them all to charity then the more you make, the more you can give to charity. So--(laugh). But it is--it is slowly changing but it is, used to be that people were not er--you know, if you needed a coach, there must have been something wrong with you. Why can’t you do it yourself? And that was slowly but surely evolving into, “You don’t have a coach? What’s wrong with you?”. But then it’s a process. I can’t say that we’re there yet but more and more you notice that the “traditional businesses” are having a lot of problems in survi--er, to survive. Because the world has changed. It used to be, you know, you were very protected as a, as a business in Curacao. Not many people could do what you could do. But nowadays, anybody can get on the internet and buy things online. So those who--and--and--if you don't realize that as a businessman, that you need to change, then you are not a prospective client for me. (Tony: Right) My clients are the ones that are --realize that they need additional coaching and knowledge and second, that they’re open to accept it.
Tony Alessandra: Absolutely. And often times, you know, I remember the best year I ever had, revenue wise, was the year I had a full time coach with me. Alright. And it really--and the thing is, ah--you know that, you know my background is in training and in coaching speaking but often times I can tell my employees something, but when an outsider tells them, it sounds different. And, you know, it’s more real. The outside is the same thing. Exactly the same thing but it carries more weight than maybe if I do it. It’s probably what happened with your business clients. Let me end with one question. Ah, what do you think is the biggest reason that clients stop doing business coaching? You know, they started, maybe they were with you for a year or two years or whatever and then they disconnect, they stop.
Arthur Rosaria: Ahm, I believe that ahm, a lack of showing them the value. You have to keep reminding them from--ok, why are you in it and you know, if we set goal, we’ve reached them, help them to set new goal. And at times when it gets “comfortable”, you know this is a client, they’re paying you every month but you have to keep challenging them because that’s why they’re paying you. If they don’t feel challenged, it’s easier to say no. And you know, you’ve grown their business, you know, maybe 10, 20, 50 maybe 100% but if you don’t continue -- continually push them to keep performing then they might be satisfied with that improvement. While there are a lot of unchartered territory that they can still capture.
Tony Alessandra: Right. Well, very good answers. Ah, Arthur, this is Arthur Rosaria. I wanna thank you very much. The weather there must be beautiful, right?
Arthur Rosaria: Ah, yes. We just had Mardi Gras last night, the final day of carnival. And ah, we’re glad it was a blast but it was very tiring. We’re ready to get back to work and help our clients.
Tony Alessandra: Excellent. Well thank you so much. I appreciate the time you spent with us today. And hopefully we’ll do another interview in the future.
Arthur Rosaria: Okay. Thank you very much and I--I just wanted to ask you something on the DISC assessment system. Ahm, is there a reason why, because in Curacao we speak Dutch, English and Papiamentu, is there a way, instead of having to buy, because some clients, i don't know what their preference is, Dutch or English. Is there a way in which when they click on an assessment to take the assessment then they can choose the language. Because right now I would have to buy certain, you know, a DISC assessment in Dutch and done in English and in advance prior to gauge this client’s preference is. Is that something maybe for the future?
Tony Alessandra: Absolutely. In fact, I’ll talk to my staff and we will get back to you on how to do that. Okay?