Are you commoditizing yourself?

It’s an important question to ask. In this presentation, you’ll learn how to avoid the commodity trap through a 6-step Opportunity Statement.

What You'll Learn
We can help you!

QuickRead Course™

This workshop comes with FREE access to our patented QuickRead (QR) Course™ which includes a video lesson from Dr. Bruce, 30+ PPT slides, and the companion workbook to take notes and complete course exercises. $297 Value for FREE.

QuickRead book

to hand out at speaking events.

PowerPoint template for your course(s)

to use at speaking events.

Evergreen webinar to house on your website

or Facebook to attract leads.

Pitch Into Money

Every first interaction is an opportunity to differentiate yourself and your service. During this course, we’ll help you overcome the commodity trap and stop chasing and start attracting the right people into your business. People don’t buy what you do, they buy why you do it. Having something to say is just as important as having somebody to say it to.

Sell with Conviction

The Commodity Trap

Having something to say is JUST as important as having somebody to say it to. People don’t buy WHAT you do, they buy why you do it. What you do just proves what you believe.

Opportunity vs. Obligation

Should evoke EMOTION in you. Non-verbal. It takes 21 positives to make up for one negative. Would you rather know in the first 15 seconds or chase for 15 months? YOU be the buyer vs. the seller. Don’t try to ”convince” them. Some will. Some won’t. So what. (Hard for High I’s on DISC).


Trust and RESPECT are actually the two most important. Where does RESPECT come from... Battle-Tested, people who love what they do, social identity. Give you permission today to Find, Package, and Sell Your Special. Avoid the “friend zone” and command RESPECT.

Belief Proposition

5-10 Tagline

Your 5-10 word tagline? Or your life motto. Before I tell you what I do, let me tell you what I believe...

Your Story

I believe this because... Statement of FACT to you. Don’t suppress the past. Celebrate it. Turn your MESS into your message.

The Vehicle

Permission to commoditize yourself. Clearly state what it is you do (industry and company). How you HELP... without... insert common problem.

Value Proposition

The Service

What is your competitive advantage Benjamin Franklin approach.. Don’t have to tear others down to build ourselves up. But there’s one way we do it differently... what’s your FREE prize? Or intangibles. What proprietary systems do you have? Operations can and SHOULD be your differential advantage because it’s repeatable and scalable.

Social Proof

Who you’ve done it for? Master the art of the Humble Brag – Celebrate CLIENT Success and celebrate YOUR Success. Brand reputation is EARNED over time. If new then say WE.

The Ask

What’s your call-to-action? If I can help you... and you share my beliefs that... then what would stop us from getting started? Neuro-linguistic. We often get what we want in life by simply asking for it. Get them talking (open-ended) about what they like or shared beliefs. Don’t be afraid to ASK but also know you aren’t going to do a one-time call close on a B2B partner.



Dr. Bruce’s coaching journey began as a 25-year old career author and speaker to young professionals. Bruce earned his PhD in Human Performance at age 29, and was hired as one of the youngest ever program directors in the Texas A&M System.

In 2017, Dr. Bruce launched his own coaching platform and has spoken to thousands of salespeople and managers. Stages he’s been featured on include the LA Convention Center and NYC Marriott Marquis.

He’s been featured or endorsed by some of the most respected companies and associations in housing, banking, insurance, and financial including Million-Dollar Roundtable, BreakthroughBroker, Homebot, National MI, and many more!

Book Speaking Topic

  • Perfect for company meetings or annual association events. Includes companion book (at cost).
  • Perfect for team and/or referral partner training. Includes companion book (at cost).