Ever feel like you’re hustling hard but still not hitting that million-dollar mindset? You’re not alone. Many reps struggle with finding the right balance between ambition and action, and it can be frustrating. But what if you could tap into the secrets of top leaders and transform your approach? That’s exactly what Joe Ward dives into in this session. He shares his journey from being a natural leader to mastering the art of coaching and motivation. It’s packed with insights on how to identify and nurture talent within your team, and how to push yourself and others to new heights. This isn’t just another training—it’s a game-changer. Watch the video below and discover the strategies that can elevate your business and mindset to the next level.
Video Transcription:
Jason MartinSo, Joe, I want to thank you for joining me on the show.
It’s pretty awesome.
Second guest.
Awesome.
I thank you for that.
Yes.
Like I mentioned, the show is called the Millionaires Mindset.
And maybe just kind of think back to maybe even before business was there.
Like, were you always, like, a confident person? Like, I saw you up on stage today, actually, over the last two days, and just your confidence level was just off the charts and it just shined right through.
Were you always that way or how’d that come about? Joe WardYeah, pretty much.
I would say that in my upbringing, I was really influenced by my great aunt.
So my great aunt would be my grandmother’s sister.
Jason MartinOkay.
Joe WardSo my father was an educator.
My great aunt was an educator, more specifically a librarian.
So basically, I was always put in things and situations to be speaking.
It’s an interesting story, Jason, because I can remember when I was younger, I used to try to talk like my friends, so speaking slang and that, whatnot, and my aunt would get very aggressive about that.
You don’t talk like that, blah, blah.
And it was one time, and I was kind of like, I don’t really understand.
My friends say I talk white, blah, blah.
That’s not a positive statement in the African American community.
Jason MartinOkay.
Joe WardBut basically what they’re saying is, you sound educated, but this is what she told me.
And I probably was seven or eight years old or maybe nine years old at the time.
She said, one day you will be paid to talk.
You see, I think in people’s lives there’s going to be someone, family member, coach, mentor, that’s going to put you on a path based on what they see as a projection for you.
Joe WardRight.
Joe WardAnd then that plants a seed for you.
So now it becomes what you believe.
Joe WardRight.
Joe WardWe try to do this with our children, but at the same token, we kind of let them be who they are.
So I’m sure at some degree it was in me.
I was always public speaking.
I remember, of course, these things get depicted back to you.
Right? You don’t literally remember it.
It was just told to you that it occurred.
Joe WardRight.
Jason MartinOkay.
Joe WardSome five, six years old.
I went to a Methodist church at the time I grew up, and we did something called children’s Sermonette.
It was just like a little, maybe 1015 minutes thing that would be some lesson that the kids would see.
Jason MartinOkay.
Joe WardAnd I was doing those for the kids when I was five or six.
Jason MartinReally? So you were speaking and teaching? Joe WardAbsolutely.
And still don’t like.
I don’t get nervous.
It doesn’t bother me, public speaking, expressing myself, doing that clearly, you see? So I kind of had a background in, if that makes sense.
Now, on the confidence side, I’ve always pretty much been a leader.
I’ve been the captain of every team I’ve ever been on.
The only one that I wasn’t.
It was my freshman year soccer team, and I got voted to captain.
And the coach was like, I got three seniors.
Kind of been waiting on this.
We go switch this up a bit.
I was like, absolutely no problem.
And I became the captain of my sophomore year all the way through my senior.
Same on the basketball team, cross country, whatever the case may be.
I was the president of my line in my fraternity.
Joe WardRight.
Joe WardPresident of my chapter in my fraternity.
So leadership and being in front, and like you said, I’ve always been a pretty self inflated tire.
Don’t really need a lot of praise and kudos and all this kind of jazz.
So I would say that over the years, it’s already kind of already been instilled in me.
Jason MartinGot you.
Jason MartinAnd I heard a reference to sports there, and I think I heard you say earlier, you’re a big sports guy.
Joe WardOh, yeah.
Jason MartinOkay.
Jason MartinAnd what did you take away from sports that you think is attributed to your leadership style today? Joe WardYou know, Primerica is a sport for those of us that see it at that level.
At a high level, there are people that come here to make part time income, and that’s great, but that’s not what this conversation is about.
This conversation is about a million dollar mindset.
Whether that is, I think it’s key for your listeners to understand that doesn’t mean you got to make a million dollars a year, but it does mean you need to become a millionaire.
Joe WardRight.
Joe WardIt’s all in the consciousness.
Joe WardRight.
Joe WardPeople get that mistaken.
Right.
Oh, I got to make a million dollars a year.
Well, you don’t have to make a million dollars a year to become a multimillionaire.
Joe WardRight.
Joe WardSo from a sports perspective, you learn so many things.
Teamwork, camaraderie, competitiveness, discipline, focus.
All of those things I was able to translate into the business, and I still had a bunch of things to learn about business itself or learning to manage myself.
But those thought processes were already there, trying to get a group of people to come together, learning to manage other people’s emotions.
So if we’re playing basketball, we’re down by ten, and everybody’s ready to freak out.
Joe WardRight.
Joe WardSomebody’s got to be the calming voice, or this happens with inside our business in terms of a base shop.
One of the things I had to learn over the years that has to do with this is you can’t coach everybody the same.
Now, early on in my career, it was that, like, it’s this way.
You need to be the best of the best, blah, blah.
No.
The last guy on the bench doesn’t get the same level of coaching that the star gets or the starter gets.
Joe WardRight.
Joe WardThere are some players that can handle what you would consider tough coaching.
There are some that cannot.
Joe WardRight.
Joe WardSo that is something that I learned from sports.
You get a guy, and maybe the guy he’s defending is kind of getting off and having a great game.
It depends on who that guy is.
Somebody needs a kick in the ass, right? Somebody else needs it.
It’s okay, buddy.
We need you.
Come on now.
We can do better, right? Don’t let us down.
Jason MartinSure.
Joe WardRight.
Joe WardSo it’s stuff like that.
Jason MartinAre there some key characteristics to identifying who needs a kick in the ass and who needs that? Come on, buddy.
Joe WardYou got to test them.
Jason MartinOkay.
Jason MartinYou got to test some ways that you would do that in business.
Joe WardPut them under a fire and see how they react.
I’ve done that so many times in my career.
I want to see.
So, Jason, you’re in my base shop and you possibly, let’s say you got production numbers that you said you’re going to do.
Maybe it’s been two or three months and you’re not quite there.
Joe WardRight.
Joe WardSo I’m going to push the needle with you a little bit, maybe a little bit more to see how you’re going to react.
Joe WardRight.
Jason MartinOkay.
Joe WardIf you become reclusive or angry, not with the instruction, with me, then you can’t take that kind of coaching.
Jason MartinGot you.
Joe WardIf you take it and you respond with the appropriate numbers, you’re that guy.
Jason MartinGot it.
Joe WardI’m only going to do that one time and I’ll tell a person to their face.
You just tell me if this is too much.
I won’t say another word.
If this is just for fun and you’re just here to make a few dollars, we don’t have to have these conversations.
But if you want to get big, you want to become a vice president, you want to accomplish all these things, this is required, you see? Jason MartinAbsolutely.
Joe WardSo I’m just going to test them.
I’m going to see a scenario, and it doesn’t have to be so dramatic or wait till it gets bad.
It just.
Maybe I’m pretty good at the smart Alec comments like you might see in the talks that I do.
I want to see how you react to that.
I’m literally checking your facial expression.
Your body language works like tremendous.
In person, you can still kind of feel it a bit over the computer, but not as much as in person.
So we did those things over the year.
Jason MartinSure.
Jason MartinSo for someone that doesn’t necessarily have the skill sets to be able to identify the signs of maybe dive in a little deeper, what’s some of the things? Joe WardI would learn how to do that.
Jason MartinOkay.
Joe WardI would learn how to do that.
I would learn psychology.
Jason MartinOkay.
Joe WardSee, building a business in Primerica, you got to be more of a chameleon.
This ain’t just about recruits and premium.
Joe WardRight? Joe WardThis is about, are you studying human development? Joe WardRight.
Joe WardHuman emotions.
Joe WardRight.
Joe WardHave you learned from previous coaching scenarios? You’re not going to get this right every time.
You have to develop as a coach, you got to become a better coach.
I’m a better coach today.
I’m a better leader today.
And probably what will happen more over time is you actually become more empathetic than you are early on.
When you need all this to happen.
See, early on, you need them to get it together because you’re trying to make it, too.
But as you have a little bit of success and you have some experience to fall back on, does that make sense? And at the same token, another positive thing, especially in the structure of things, the way we do it in Primerica, lean on your mentors and your coaches of yours.
Run scenarios by them.
So here’s the scenario.
How would you deal with this? Joe WardRight.
Joe WardDon’t put yourself in a box where you got to make all these tough decisions and make all these tough calls.
But at the same time, I would be studying about people and personalities.
One of the things I did is I’m a proponent of Jim Hoyt’s material.
You’re familiar with Jim, of course, and the Star program.
And it doesn’t have to be Jim Hoyt, but something that has to do with personalities.
And once you know what the core of their personality is, it kind of helps with how you deal with them.
So in that example, if I’m dealing with an A or action type personality, well, let’s go get it.
You’re not on it.
Let’s go.
It’s the problem, right? Jason MartinSure.
Joe WardYou deal with a relationship type.
I have to appeal to that side of you, buddy.
I need you, the team needs you.
When the numbers don’t come to the table, this is affecting your family and your family’s future.
You said you wanted to get involved in this because you wanted your wife to not work, you wanted to be able to do some more things for your see, I can’t go hard on them because that’s not how their brain operates.
They’re heart driven, that action oriented person.
Not to say they’re not heart driven, but not as much they want to hear all this about family and kids.
They want to hear about, you ain’t getting that.
That BMW you’re always talking about, you ain’t getting it.
Honda’s gonna have to do it.
Joe WardRight? Jason MartinSure.
Joe WardSo I’d kind of lean them in that direction.
Jason MartinSo you mentioned a couple of times about kind of bringing them back to their goals and what they’re trying to accomplish.
So it sounds like that’s something that you do to identify what are their goals, what are their interests, and drive them towards that.
For maybe somebody within the business that doesn’t have that skill set yet either.
What’s some tips that you might give them to? Joe WardI would ask them, like, do you.
Jason MartinTeach your people, as you bring them on, how to do this with your new people, or do they just learn because you did it with them? Joe WardI think it’s things that we talk about along the way.
I couldn’t say that I was perfect at that.
I know there are people know, of course, obviously you have in your library.
That’s one of the biggest things that Bill Whittle talks about, the goals and the blah blah and autopsy and all these various things.
I think all that’s cute.
I can’t say that was my thought process.
It was just something you learn to do.
Now, let me tell you why I’ve never been a proponent of doing that with brand new people.
The majority of them are going to be here.
I’m wasting time.
Jason MartinGot you.
Joe WardI need you to produce a list and we need to get activity going.
But once you get licensed in a specially go district, oh, it’s time to get to know each other, right.
I’m not in the babysitting business, to be quite honest, and this may sound a little hardcore.
I don’t care.
I don’t.
You’re not going to be here.
I need to build a relationship and get an understanding about goals and dreams and what you’re trying to do and all that, because you’ve shown that you’re going to be here at least for a while by getting a license and going district.
Now, those people, I’m going to delve into that.
Jason MartinSure.
Joe WardWhat’s this about? What are you trying to do now? Reproductively through other people, whether or not it’s taught or not, I don’t know if I’ve done a great job at that, to be quite honest.
Jason MartinNo.
Joe WardMost of the leadership development that’s going to happen inside a regional vice president base shop is going to be out of the regional vice president.
Jason MartinGot it.
Joe WardIt’s not going to be through the divisions and regional leaders.
Jason MartinSo make the prospect, bring the people on board, get their list, start working with them, get some appointments, show them the business.
Joe WardAlong the way, we’re going to build a relationship.
Correct.
I’m going to find out what you’re here for.
And it’s not a problem if it’s somebody’s management philosophy.
I want to get all that information now.
Okay, I understand.
Right? I understand those avenues.
Okay, let’s say you had $30,000.
What would you do with that $30,000 right now? Okay, no problem.
I just feel like I’m wasting time.
Because the numbers say a third is going to quit immediately.
Joe WardRight.
Joe WardA third is going to quit in one to three months, and you got a shot at the other third.
That in terms of happy part timers and maybe even a producer got it.
Joe WardRight.
Joe WardSo if 75% of the people coming through the door are not going to be here, and I’m spending an hour filling out.
Okay, here’s your 30 day goals.
What’s your six month goal? No.
Jason MartinOkay.
Jason MartinSo I’m hearing speed is important.
So if you’re spending too much time with newer people, getting to know them, you’re not working, you’re not doing business.
Joe WardThat is all opinion.
That is obviously my perspective on it.
I’m sure there are other great prime Americans that would say the complete opposite, but that’s why we’re always talking.
That’s why you’ve already interviewed Jimmy.
Joe WardRight? Joe WardOkay.
And you’re going to interview other people.
So that’s why these type of conversations that you’re doing are so valuable, because the person that’s watching it should be able to gleam.
Okay, you know what? I like this.
That Jimmy said, this is kind of in alignment with my thoughts, feelings, and the way I want to build.
I like this.
That Joe said, I like this.
That XYZ person you interview next, or this person says, and based on all that, you should then be able to say, based on your personality, your goals, your strengths.
Say, here is now my philosophy on how to do Primerica.
It all works.
It’s just, what are your strengths? What are your approaches, and how do you feel about it? Joe WardRight.
Joe WardAre you enthusiastic about I’m not enthusiastic about sitting down people talking about a whole bunch of goals and dreams and stuff.
But on the other side of the equation, if you are going to be that licensed district leader, I’m really good at getting to understand you and what you’re trying, what ticks for you, what are your buttons, what are the goals? What do we need to do? How do I need to coach? You see, I need to be spending my time over here, right? The three aspects of a team.
You got starters, subs and fans.
I got that from Ivan Earl.
Starters, subs, fans, right? You must know how to deal with all of them and understand order of importance.
Starters, subs.
Joe WardIf you got energy, any time or energy left, fans, and you probably don’t, and your time is not very well served there.
You deal with them in what Bob Safford called group therapy.
They’re just in the training, right? They’re on the zoom.
But you want them to come to everything, right? You got a potluck at the house or you want them to be there.
You want to come to the Fast Star school, national Convention, all that because great things come from fans, but you ain’t got touch it to make that happen.
You just need to make sure they’re plugged in.
But those starters, they need you pretty much daily, and it’s different.
So all my time and energy, because RBPs don’t come from fans nor subs.
They only come from starters.
Joe WardSo if you want to become a multimillionaire in our business, you got to get really good at identifying the right players and investing your time and energy there.
Pareto principle, right? 80% of my time and energy have got to be with the most productive 20%.
If I’m spending time with the 80%, I’m wasting time.
If you look at somebody’s church, right, the pastor knows who the 20% are that are paying the 80% of the tithe.
Those are the ones that get his time, energy and attention, because otherwise, associate pastor or deacon so and so can deal with this issue, right? So and so.
Oh, my God.
Mama just got sent to the hospital.
Oh, Pastor, what are we going to do? Oh, yeah, I’m so.
We’re going to pray for him.
I’m going to send Deacon so and so to handle that.
Joe WardNow they’re in the top 20% tithers in the church.
He’s showing up with the holy oil, the water and everything else he got you.
Makes sense.
Jason MartinAbsolutely.
Joe WardOur business is the exact same way.
And to operate your business otherwise is counterproductive to growth.
Jason MartinGot it.
Jason MartinSo a starter and a fan.
That seems pretty clear to me.
Talk to me a little bit about a sub.
Joe WardA sub is a person that has the potential to become a starter.
More times than not, they’re not going to, but they are actually.
They’re the foundation of the base shop.
There’s more of them than there are your starters.
Joe WardRight.
Joe WardAnother way to describe the sub is the happy part timer.
Joe WardOkay.
Joe WardThe key to the term is happy.
They love the business, right.
They love the RVP.
They love the office environment or the zoom, whatever the case may be.
Joe WardRight.
Joe WardThey’ve got business for you every other month.
They have production for you every other month.
The key is that you have enough of them, right.
And every now and then a sub will rise to starter level.
But they don’t have to.
Makes sense.
Jason MartinSure.
Joe WardSo if you look at a big base shop, right, let’s call a big base shop.
50,000 in production, right? A $50,000 base shop.
I guarantee you about 15 to 20,000 of it’s coming from your actual subs.
Jason MartinNo, not your starters.
Joe Ward35% is coming.
You get nothing from the fans.
You only got your starters.
You got your subs.
Jason MartinGot you.
Joe WardSo if a $50,000 base shop 35,000 has come from your starters, it ain’t but three or four of them, right? Jason MartinOkay.
Joe WardIn a $50,000 base shop, it’s three or four of them.
So that other business is coming from about ten Happy part timers.
Jason MartinThat’s a lot and that’s great.
Joe WardIt doesn’t take a lot to maintain that, though.
All they need is a bit of stroking every now and then.
A lot of RVPs mess this up, right? We’re always selling and promoting Our starters.
But if you want more productive, more consistent subs, you got to throw them a bone every now and then.
Hey, man, I just saw just on Zoom, right? So and so ain’t wrote a sale in two months, man.
I just saw on the telegram you get 1200 in premium.
That’s unbelievable, man.
What would the base shop be without people like you? That wasn’t for that person.
It was for the desire of everyone else for me to do that the next time with them.
Jason MartinSure.
Jason MartinAnd I guess if you’re pumping up the starters all the time for the subs and the fans, they may feel that’s unobtainable for them.
Jason MartinRight.
Joe WardAnd they start to resent the starters.
That’s not what you want.
We’re a team.
They’re here for a different reason.
They’re here to be vice presidents.
Joe WardRight.
Joe WardBut we need you, too.
Jason MartinGot it.
Jason MartinWhat would be some of the characteristics that you don’t accidentally miss? A starter? Like, what are the things that you would tell a newer person to look for? Because even your subs and your fans could spot a starter and bring them into the business.
Joe WardNow you’re really talking about an aspect of the business.
Your whole base shop should be basically headhunters.
Your entire base shop.
And if the culture is correct, they’re leading those types of people to the regional vice president.
Right, but characteristics.
The biggest.
I would say the two biggest.
And we do a little acronym.
We used to do STEAM.
We do an acronym called CHAMP Today that is competitive, Hardworking, ambitious, money, motivated, and have good people skills.
Champ.
Jason MartinLove it.
Joe WardOkay.
Joe WardThe two most important are competitive and ambitious.
Now, the thing that helps you to delineate that in the person is you’re questioning the other person.
Adjectives bring a person’s face to their mind.
Joe WardOkay? Joe WardYou got to describe it.
So just kind of.
In an ethnic African American market, an ambitious person is like a hustler.
Joe WardRight? Joe WardA go getter.
See, when I say hustler or go getter, someone came to your mind immediately, boom, this person.
Boom, that person who’s competitive.
And I mean unnecessarily competitive.
I’m talking about the type of person that be playing.
I always use the example in our community of spades, right? But you could say poker, right? See who’s playing poker.
Joe WardRight? Joe WardAnd they just turn the table over from losing a hand.
Joe WardRight.
Joe WardWho is just.
No one’s got.
Listen, we’re playing Monopoly.
This guy’s got, like, one property and $500.
This guy’s got, like, two properties.
Got, like, $600.
This young lady’s only got.
Joe WardRight.
Joe WardI’ve won.
No, we’re going to play this game until you have absolutely nothing.
We’ve been playing for 4 hours, Johnny.
Yeah, but I still see how you got that.
But I need that.
I need it.
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