The

Coach

Approach

The Coach Approach to Winning

 “THE COACH APPROACH”
Nobody Wants a Boss; Everybody Wants a Coach

No. 1 – COACH APPROACH: CREATE & MAINTAIN MOMENTUM

BOSS APPROACH: MOVE AT A SNAIL’S PACE
A.L. Williams kept momentum in 3 ways:
No. 1- WE GREW BY MULTIPLICATION –
We had thousands of “coaches” doing what I did:
- Praising their people
- Recognizing their people
- Leading by example
No. 2- Destroy “Trash Value” and “I want Pru Bad”
No. 3- Competition “Inside” A.L. Williams

AT A.L. WILLIAMS, WE:

? Called thousands of plays to keep company moving forward
? Called a different play every Monday
? Weren’t intimidated by the competition
? Had a goal was to “Beat Pru” every year, every day
? We drove the company with COMPETITION
? Competition against the “Enemy”
? Competition among agents
? Enabled people to perform at their pace, but let them know they would get left
behind if didn’t listen to the Coach
? I knew how to MOTIVATE people to do incredible things – things they wouldn’t do
on their OWN – without a COACH. I did lots of PRAISE and RECOGNITION. My
punishment for someone not performing well was to withhold recognition.

? Because of this we were able to change an industry!

“A.L. Williams grew for 20 Straight Years”

Art Williams

? The Boss Approach is to grow by addition – 1 sales person at a time. Sales people
are out of work every day. Their idea is to call endless meetings, talk for hours,
never do nothing, put it in “Research & Development,” never have a cause, never
have an enemy, join all the clubs. No vision for the future.

The Coach Approach to Winning

No. 2 –
COACH APPROACH: I COACH TOUGHNESS

? First “18 Months” Everything turns to “CRAP”…

? Intimidate the Enemy…
? Never show hurt
? Never show quit
? Learn to win in good times AND bad times…
? “Want To” is everything…
? Don’t sacrifice your principles
? Win with your heart and not your head

“The Strength of the Team is each Individual

member – The Strength of Each Member is the
TEAM”
Coach Phil Jackson

BOSS APROACH: I will not push you! If you can’t do it,

I will replace you with somebody who can…

The Coach Approach to Winning

No. 3 –

COACH APPROACH: I COACH “COMMITMENT & LOYALTY”

BOSS APPROACH: TREAT PEOPLE LIKE NUMBERS – TOTALLY
EXPENDABLE

How ALW was different:

? People knew that if they came with ALW they were taking a huge risk. We were
almost out of business every day for years! Yet…
? Bill Orender moved his family to Dallas to start new branch of business there
? Bob Miller moved his family to Atlanta to help build the ALW infrastructure
? Larry Weidel moved his family to North Carolina to start a recruiting
explosion
? Greg Fitzpatrick left a full-time teaching position to work full-time with ALW
? Ginny Carter started her career over in her mid-50s

? Why did these people do these crazy things? I told them every day we might be out
of business. Yet they continued to work and make these sacrifices! Why?

1. A.L. Williams “Captured Their Heart”

2. Because they were willing to take a big risk for a big reward. They wanted
to be somebody, make a difference with their lives and do something
important.

3. Because they believed in what we were doing! They knew what we were
doing was right. We had created in our company culture a deep sense of
commitment and loyalty.

“Only from the HEART can you Touch the

SKY…”
Jaial Ad-Din Runi

1207-1273
? The Boss Approach is to work people to death, don’t pay them extra, don’t recognize
them, then fire them when they don’t fit the mold anymore.

The Coach Approach to Winning

No. 4 –

COACH APPROACH: I COACH AN INCREDIBLE WORK ETHIC

BOSS APPROACH: WORK 9 TO 5

How ALW was different:

? Total commitment to pay the price to win
? Worked every day, 24-7 – NEVER let up
? Fanatical about winning – all efforts focused on competing and
beating the Enemy
? Clear on identity of the Enemy: “Trash value” life insurance
agents and companies!!

? Always Did “A little Bit More”…

Reward and Punishment System

? Preparation: ALWAYS had a game plan (learned from Coach Taylor)

? Always “Get Better” – Products, Compensation, Support, Ect…

? Constantly creating momentum by pushing competition, beating the

enemy, passing on company vision, praise and rewards

“The Greatest Gap in Life is the one Between

‘I Should’ and ‘I did”…
William James

? The Boss Approach is to work regular office hours; never inspire

employees to buy into the company vision; never have an enemy;
spend months preparing a plan and then don’t execute it; wait for
something to happen instead of creating momentum
The Coach Approach to Winning
No. 5 –

Master Motivator

Research paper
Master’s Auburn

Title:
How to Motivate The High
School Athlete
English Kendrick High
Coach
“Winning is a Habit, Unfortunately, so is
Losing…”
Coach Lombardi

2 Keys –
? Become an expert in praise and recognition.
? Always put your people first.

The Coach Approach to Winning

No. 6 – COACH APPROACH: I COACH “MOTIVATION!”
MOTIVATE! TEACH PEOPLE HOW TO
BELIEVE IN THEMSELVES

BOSS APPROACH: KEEP PEOPLE “UNDER THE THUMB”

Most people have been “So Hurt” they Have GIVEN up on Themselves…
? A leader Won’t accept expectations of Failure
? Worst words Ever- “I Can’t”
? People will Rise to the standards you set for them
? Constant encouragement leads to Increased expectations

2 KEYS: DEMAND TOTAL COMMITMENT

PUT IN A SUCCESS SYSTEM

How ALW was different:

? Used coaching techniques every day to bring people to higher level of performance.
It worked! People did amazing things!
? Emphasized praise & recognition constantly
? Had ability to recognize winners
? Had ability to not be impressed with the wrong things
? Almost impossible for the smart people and the pretty people to win

? Looking for high quality people:

? Loyalty and commitment
? Ability to not give up after a defeat
? Ability to believe in our Crusade
? Right priorities in life – God, family, work
? Willing to compete
? Yearning for a chance to change their lives
? Desperate to “be somebody”
? Willing to pay the price
? Heart for helping others
? Tough and hard-working
? Positive attitude

“In Your Business life there is ONE moment that

stands Out – The Moment you Decide to
NEVER be Average and Ordinary Again”
Art Williams
The Boss Approach is to…
? Make sure only a few people ever make it “big”
? Keep everybody else performing at a mediocre level
? Keep them poor and frustrated
Keep them feeling “lucky” just to show up every day

The Coach Approach to Winning

No. 7 – COACH APPROACH: I COACH THAT YOU LEARN BY

MAKING MISTAKES…

“If you wait for the Perfect answer, The

world will Pass you by”
Jack Welch

? Keep Calling the Plays

ABRAHAM LINCOLN
? Only way Not to be Controversial
1) Don’t Do Nothing
2) Don’t Have Nothing
3) Don’t Say Nothing
? Don’t worry about :
1) Things you can’t control – ALL YOU CAN DO…
2) What other people say about you
3) Making Mistakes

Do your Best and if someone Doesn’t

like it, Tell them to Take a Flying Leap…

“Nothing happens but first a Dream…”

Carl Sandburg

The Coach Approach to Winning

No. 8 – I Coach People to Have a

Sense-of-Urgency

* New Recruit ~ in field

48 Hours
* Walk Fast
* Talk Fast
* Talk Loud/Excited

“Just do what you do Best…”

Coach Red Auerback

Boston Celtics

The Coach Approach to Winning

 No. 9 –

I Coach People To

Manage Their Attitude

Everyone Has:
1. Doubts…
2. Fears…
3. Negative Thoughts…
A Winner:
Changes those doubts, fears,
negative thoughts and gets back
his Positive Attitude…

“How”
The Coach Approach to Winning
 Remind yourself of your
“Blessings”
My fabulous wife/husband
My unbelievable kids/grandkids
Good Health (1 million will die this week)
Food (75% of the world does not)
2 billion ~ can not read
Great Teammates
Great income
70% World ~ live in substandard housing
Great friends
Great country ~ “Free”

On ~ On ~ On ~ On

The Coach Approach to Winning

 Always Be Excited –

Greatest Definition = Winner

? Almost Everybody - 2/3 Mos.

? Few - 2/3 Yrs.

? Winner - Forever

Always Be
Excited

The Coach Approach to Winning

Always Be Positive
? Most Important thing you can
Develop in Your Lifetime =

Positive Attitude

People Won’t Follow a Negative, Dull,

Disillusioned Frustrated Crybaby

Worst
“ I CAN’T”
Words
? 3 Licks
? 3 Push Ups

The Coach Approach to Winning

No. 10 – COACH APPROACH: I COACH TO HAVE A CLEAR
“VISION”…

BOSS APPROACH: DO ANYTHING – SELL ANYTHING –

TO IMPROVE THE “BOTTOM LINE”…

THE A.L. WILLIAMS VISION

A) See Yourself Involved in “Some Great Event”

1. Destroy “Trash Value” Life Insurance

2. Make Agents and Industry “Fear A.L. Williams”

3. No Room at A.L. Williams for “Pansies”…

B) Build FINANCIAL INDEPENDENCE

1. Not to Become a Millionaire, But “Total Financial Freedom”

2. Change your family for generations

“Leadership is the Capacity to turn Vision

into Reality…”
Warren Benis

BOSS APPROACH VISION: Screw the CONSUMER and screw YOU…

The Coach Approach to Winning

No. 11 –

COACH APPROACH: I COACH

THE “TOUGHER” THE “BETTER”…

? If the “Price” was “Not” Nasty and Tough, only “The Pretty
People Would Win”

? I Feel Sorry for People with Hair…

“Winning isn’t Everything, but it sure Beats

anything that comes in Second…”
Coach Bear Bryant

The Coach Approach to Winning

No. 12 –
COACH APPROACH: I COACH CHARACTER…

BOSS APPROACH: I TEACH BUSINESS…

COACH APPROACH –

? Stand for Something

? I won’t ever GIVE UP on you until YOU give up on you

? I won’t ever SELL the consumer what I don’t OWN myself

? I won’t ever TAKE ADVANTAGE of people that look at me as their leader

? I won’t ever let the ENEMY see me doubt, hurt or quit

? I will prove that the A.L. Williams opportunity is REAL by winning FIRST

? I will live a BALANCED life…

o A lousy spiritual life and a lousy family life will GUARANTEE you a
lousy business life!

“The Purpose of life is a Life of Purpose”

Ralph Waldo Emerson

BOSS APPROACH: I believe in “changing my beliefs” when it makes

business sense.

The Coach Approach to Winning

No. 13 –

I Coach “VALUES”
I try to live by 3 Principals

No. 1 – Do what’s Right…

No. 2 – Do Your Best…

No. 3 – Treat others the way you want to be Treated…

Coach Dan

I Love You…

I Trust You…

“Coaches are Not Impressed with Anything

Less Than “100% of your best Efforts”…”
Art Williams

The Coach Approach to Winning

No. 14 –
COACH APPROACH: I COACH
The Power of Purpose…

I believe Everybody wants to Be Somebody…

The Most Important Person in the A.L. Williams is the person who
helps “THE MOST PEOPLE SUCCEED”.

“OUR PURPOSE” – “CHANGE PEOPLE’S LIVES”

? To Push Up People…
? To Treat People Good…
? To Make People Feel Special…
? To help people Solve Their Financial Problems…
? To help people Build Their Own Company…
? To Help people Build Total Financial Independence…
? To Help people Hope Again…
? To Help people Dream Again…

And – We Created “ A – REWARD – SYSTEM” that pays you to help

people succeed Personally and Financially…

? At A.L. Williams You Can Not Succeed Alone.

(The More People you Help – The More Money You Make)

The Ultimate in “BEING SOMEBODY” is to leave

“A LEGACY” of helping people “BE SOMEBODY”

The Coach Approach to Winning

No. 15 –
COACH APPROACH: I COACH

KEEP IT SIMPLE

? Warning- Most people fail because they spend 90% of their

time doing unimportant things and only 10% doing important
things…

Prudential “Rate Book”

– 1 Inch Thick
A.L. Williams “Rate
Book” – 1 Page Only

“Trust men and They will be true to you.

Treat them Greatly and they will show
Themselves Great…”
Ralph Waldo Emerson

The Coach Approach to Winning

No. 16 –

COACH APPROACH: I COACH PLAY BY A. L. WILLIAMS RULES

BOSS APPROACH: DO WHATEVER “WORKS” AT THE TIME
How ALW was different:
A.L. Williams had few rules but we expected 100% compliance.
? 100% Term, 100% of the time
? Treat people good
? Do what’s right for consumer all the time
? We sell what we own (and we own what we sell…)
? Say what you mean and mean what you say
? Don’t worry about being controversial. Only way not to be controversial is to do
nothing, say nothing, have nothing
? No alcohol policy
? Spouses included at all company events
? Value the institution of the family
? God first, family second, work third
? No dress code
? No pressure to sell
? Start part-time
? Hire greenies
? Pay own expenses
? No limit on income you can earn
? Prospect by recruiting
? No protected sales territories
? No limits on promotions
? First recruit is your spouse
? No advertising – just beat the “enemy” across the KITCHEN TABLE!

“When ever I See a Successful Business,

Someone has made Courageous Decisions”
Peter Drucker

? The Boss Approach is to be politically correct, never be controversial, change

ideology to fit current society trends, sacrifice principle for greater financial gain,
exclude spouses from company events, limit personal advancement, do what’s right
only when it’s convenient, focus on the externals like dress code, test scores,
degrees, etc., keep employees under the corporate thumb, make them guess about
how to advance, give no incentive for advancement, disregard importance of family
and influence of spouse, misuse company funds for frivolous things like advertising,
office expenses, big executive salaries, screw the consumer with bad products and
high costs, etc.
The Coach Approach to Winning
No. 17 –

Great Coaches
Always

Lead From the

“FRONT”

“As I grow older I pay Less attention to what

People SAY. I Just watch what they DO”
Andrew Carnegie

The Coach Approach to Winning

No. 18 –

COACH APPROACH: I Promote “MORE 2%ers” than Anybody …

BOSS APPROACH: I Promote “ONLY WINNERS”…

2%ers
A.L. Williams Was built for

the 2%ers! 98 % would love to

build a Big Successful business,

but will quit before they

Make It!!!

A.L. Williams Gives Everyone “A Chance” to do something

great, but it’s Ultimately up to the individual to make it!!!

A.L. Williams Promotes “MORE

WINNERS” than Anybody too (By

a Bunch)!!

“Tough times don’t last but tough

people do…”

The Coach Approach to Winning

No. 19 –

Almost is a way of life to almost everybody.

? ALMOST everybody ALMOST works hard enough.

? ALMOST everybody is ALMOST committed enough.

? ALMOST everybody ALMOST sacrifices enough.

? ALMOST everybody ALMOST recruits enough.

? ALMOST everybody ALMOST saves enough.

But…
The winners “do it!”

What do they do?

They “do it” and “do it” and “do it” and “do it”

UNTIL THEY WIN.

“A Coach that can present to his Playes a

Clear and Powerful “VISION”, Can turn
Individuals into a Team and build an
“EMPIRE”…
Art Williams

The Coach Approach to Winning