October 6, 2025 • 32 mins
Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Lamar Tyler.
🎯 Purpose of the Interview
To spotlight Lamar Tyler’s entrepreneurial journey, the growth of his platform Traffic, Sales & Profit (TSP), and to share actionable insights for Black entrepreneurs on building scalable, profitable businesses from side hustles.
🧭 Key Themes & Takeaways 1. Branding with Purpose
- Lamar emphasizes the importance of clear, relatable branding.
- His previous brand, Black and Married with Kids, succeeded because the name instantly resonated with its audience.
- Quote:
“If they can hear the name, they can see it and say, ‘Hey, that’s for me.’”
2. Side Hustle to Main Hustle
- Most Black entrepreneurs start businesses while working full-time jobs.
- Success requires treating the side hustle like a real business from day one.
- Quote:
“There is no perfect time. The time to get started is now.”
3. Consistency & Growth
- TSP’s first event in 2016 had only 47 attendees, half of whom came for free.
- Growth came from consistency and listening to the community.
- Quote:
“Sometimes all you need is confirmation.”
4. Customer Experience & Branding
- Inspired by Disney’s “unexpected touchpoints,” Lamar expanded branding beyond the event space to include the hotel exterior and even airport baggage claim.
- Quote:
“We brand everything from the lobby to the pool… to make it feel like home.”
5. Faith & Execution
- Faith plays a central role in Lamar’s business philosophy.
- He encourages entrepreneurs to act on the opportunities they pray for.
- Quote:
“You pray to get the opportunity, now you want to do all the work too.”
6. Scaling vs. Growing
- Growth increases revenue and expenses; scaling increases revenue without proportional expense growth.
- TSP Scale is a new event focused on helping businesses reach this level.
- Quote:
“Scale is where the real money comes in.”
7. Lever-Driven Growth System
- Lamar outlines systems for:
- Proposal processes
- Upselling
- Referral systems
- Creating experiences that justify premium pricing
- Quote:
“If you create an experience around what you do, you can charge two, three, four times more.”
8. Platform & Community
- Lamar transitioned from doing all the speaking to empowering others in his community.
- He believes in giving others a platform to grow.
- Quote:
“Too many artists try to hold on too tight… and miss out on the blessing.”
🌟 Notable Guests & Surprises at TSP Events
- Surprise appearances by Magic Johnson, Issa Rae, Master P, Jermaine Dupri, Janice Bryant Howroyd, and Ambassador Andrew Young.
- Quote:
“If you want to be it, you need to see it.”
📍 Event Details
- New Event: TSP Scale
- Location: Atlanta Westin Gwinnett, Gwinnett County, GA
- Website: TSPScale.com
#SHMS #STRAW #BEST
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Him ra Sean McDonald's hosts a weekly Money Making Conversation
Masterclass show. The interviews and information that this show provides offer.
Speaker 2 (00:07):
Everyone, including you.
Speaker 1 (00:08):
It's time to stop reading other people's success stories and
start living your own now. If you want to be
on my show, these are against on my show Money
Making Conversation Masterclass. Please visit our website, Moneymakingconversations dot com
and click to be a guest. But if you're a
small business owner, entrepreneur, motivational speaker, influence or nonprofit, I
(00:30):
want you on my show.
Speaker 2 (00:31):
Let's get this show started, my guests.
Speaker 1 (00:34):
Traffic, Sales and Profit TSP is the nation's leading growth
platform for black entrepreneurs. It's a step by step frameworks
that he provides and his wife, she's not here, but
I got him.
Speaker 2 (00:46):
I got him.
Speaker 1 (00:47):
They turned hustles side hustles into business. I would virtually
bring them on my show for the first time. I've
brand them on my show in the past. I've been
to this events many times. They're like rallies, They're like
there like gospel, fast. People are just it's the most
one of the most profound moments of watching successful people
(01:09):
fulfill their dreams and I wanted to bring him back
on my show, and I was able to get them
back in here. Please welcome the Money Making Conversations Masterclass,
the one and Only Lamar Tyler.
Speaker 2 (01:19):
How you doing, sir, I'm doing. Thanks for having me back.
You know we've all grown. Yes, yes, sir.
Speaker 1 (01:24):
Last time I had you on my show, I was
just doing just radio only, and I got a lot more.
Speaker 2 (01:28):
Platforms I can distribute the word of Tyler TSP. How
did you come up with the name?
Speaker 3 (01:36):
You know, I always believe that whatever you name, when
people here to see it, they should understand what it is, right,
And it kind of piggybacked on the name of a
previous brand we had. My wife and I had a
marriage brand, which is the largest African American marriage and
parent excite on the web, and that was called Black
and Married with Kids Okay, And it worked very well
because when people heard it, they say, Hey, if I'm black,
(01:58):
I'm married and I got kids.
Speaker 2 (01:59):
This for me.
Speaker 3 (02:00):
So I said, when I create something in this news space,
I want people to know exactly what it's about.
Speaker 2 (02:05):
And we say, like, what's three words? Kind of folks
on where about traffic?
Speaker 3 (02:08):
That's lead generation getting people to you sales of course, right,
how can we make the money and then profit?
Speaker 2 (02:13):
How can we keep what we make? So traffic, sales
and profit is what it was. No, And so that
means you understand branding.
Speaker 1 (02:19):
Yes, so talk to about audience the importance of branding
because you locked into keywords that you wanted people to
hear when.
Speaker 2 (02:27):
You talked about your product.
Speaker 1 (02:29):
Either curiosity forced them to ask more questions or do
more research, but in the bottom line, it motivated them
to become engaged.
Speaker 2 (02:37):
It did.
Speaker 3 (02:37):
And like I said, I'm real big on things where
people see it, they automatically can identify with themselves if
they can hear the name, but they can see it,
and they say, hey, that's for hey, money making conversations.
If I want to make money, I need to listen
to that conversation. Right, it's very clear. But what happens
a lot of times the business owner is more concerned
about themselves and their own ego and the actual customer,
(03:00):
and they picked something that means a lot to them,
but means nothing to the person that they're trying to actually,
you know, come across and actually get into their productice service.
Speaker 2 (03:07):
So for us, that's always what it is.
Speaker 3 (03:09):
Like, how can if we can have something that we
know red is relatable to people automatically when they hear it,
then we know we can start building an audience faster. And
I'm always about how can I build audience? How can
I build community? Always say, if you can build a community,
you'll never be broken.
Speaker 2 (03:22):
Absolutely.
Speaker 1 (03:23):
Now, one of the things that when I go to
these events, you know, use the word side hustle, which
means that's something that somebody may be doing part time, correct,
and then they have a full time which is really
where they're getting their money to keep the lights on. Correct,
Explain to your version of side huffle and how do
you turn that to your event into the actual hustle.
Speaker 3 (03:45):
And that's exactly it, because most of the entrepreneurs we meet,
you know, mostins in the black community are not starting
received money, then not start with venture capital. So they're
starting with a nine to five job and they you know,
peeling pieces of that paycheck that they got into something new,
that side hustle that oftentimes they want to turn into
their main hustle. But in order to turn into the
main hustle, it's some specific things.
Speaker 2 (04:06):
That need to happen.
Speaker 3 (04:07):
For one, the revenue has to grow big enough so
they can actually leave the main hustle.
Speaker 2 (04:11):
Yes, uh, you know, and that's and that's like a
big thing. We never got to get there. For two.
Speaker 3 (04:14):
They have to just treat that side hustle like it
is a full time hustle now there.
Speaker 2 (04:19):
You know.
Speaker 3 (04:19):
One of the things that that allowed my wife, Ronnie
and how to grow is when we first started, we
both had two demanding jobs. But from the very beginning
we said, we're going to treat this like a real business.
So we're going to structure it like a business legally
is going to be a business. We met even though
we'd nothing to meet about. You know, we we we
wouldn't mean about money because weey, we wouldn't mean about business.
Speaker 2 (04:39):
We had no business.
Speaker 3 (04:40):
But we just we just acted as if in structured
like a business. So then as it grew, we already
had the framework and the training wheels around it that
allowed us to be able to grow to it.
Speaker 1 (04:49):
So I'm talking to my he talks fans now all
we got because.
Speaker 2 (04:53):
He knows his brand.
Speaker 1 (04:54):
He's one of those two articulate individuals in this business.
Lamar Tyler tra afic sales and profits. It's the nation's
leading growth platform for black entrepreneurs. Again, step by step,
frameworks have turned side hustles into six, seven and eight
figure enterprises, catapult an alumni into the ink five thousand
(05:16):
and into the ranks of brand building black millionaires, millionaire.
Speaker 2 (05:22):
Everybody wants to be a millionaire. Yes, everybody wants to
be a millionaire. But it has to be a plan.
Speaker 1 (05:27):
And I want to go back to the side hustle
and treating it because that's what separates people. Because I
always tell people that are twenty four hours in the day,
learn how to take advantage of each hour.
Speaker 2 (05:38):
And that's what you're talking about, not saying I'm tired.
Speaker 1 (05:42):
I as I always telling the story about my wife
and I go into the airport and she watches me.
Speaker 2 (05:48):
She just shakes her head a lot of time.
Speaker 1 (05:50):
And she was it was like six am flight and
I was driving because she's going to take the call
back to the house.
Speaker 2 (05:59):
And she looked at me and she goes, are you
ever tired?
Speaker 1 (06:03):
And I looked at her. I said, I'm tired right now.
And that's what we're talking about right now, Lama.
Speaker 2 (06:09):
You know that this is not a job. It has
to be a job.
Speaker 1 (06:13):
That you want to do a job that has goals,
but fatigue and frustration is a part of it, definitely.
Speaker 3 (06:21):
So would always tell people because the asked me saying,
are you ever tied?
Speaker 2 (06:25):
Like how did you do it?
Speaker 3 (06:26):
And a lot of times people will look at you
and make excuses about why you're successful, why you're able
to build a thing that they're not. So always tell
people two things. Number one, you have to do the
thing that you love anything that can make money.
Speaker 2 (06:38):
Right.
Speaker 3 (06:39):
If you're doing something that you love but it doesn't
make money, then eventually you get burnt out. You get
tired because you got to pay the bills. If you're
doing something it makes money but you don't love it,
then eventually you realize that money isn't everything. So we
got to be at tie to those both. And then
when we were building.
Speaker 2 (06:54):
When we first started, I said, we both had two
demanding jobs.
Speaker 3 (06:57):
I was in the DC area at an hour and
a half commute to and from work, so when I
got home, it would already be, you know, dinner time.
My wife is there from her demanding job. And then
we have four kids under the age of eleven. We
go from dinner time to bath time. Bath time to bedtime,
and we can't start working in business until nine ten
o'clock at night, right But the only way we were
able to build the business is because we started. And
(07:21):
so many people are waiting for the kids to get older.
But then when the kids get older, something else just
slides into that slot. So there is no perfect time.
Like the time to get started is now at whatever
age you know for the viewers, whatever age you at,
like now is the age right now is the time.
And sometimes you have to steal time from yourself. So
always ask people, can you get up thirty minutes earlier
in the morning, They say yes. I say can you
(07:42):
stay up thirty minutes later?
Speaker 2 (07:43):
They say yes.
Speaker 3 (07:44):
Well, if you just did that, Monday through Friday is
five hours a week, twenty hours a month, you know,
like two hundred and forty hours a year that you've
just carved out. Not to mention Netflix time, if we
take away social media time, it's a lot of time
that we have.
Speaker 2 (07:59):
That we think we don't have. There's that money making exactly.
Speaker 3 (08:01):
It's definitely not money making now, hold on, it's money making,
but it's not making money for you. It's making money
for the people in Netflix it's making money for Apple TV,
but it's not making.
Speaker 2 (08:11):
Money for you, and that's what people have to get. Now,
let's talk about the format.
Speaker 1 (08:14):
You know, you know, how did you guys come about
Let's let's go back a little bit. Sure, because what
I don't want to do because you know what's going on.
You know that end result. I see you right there
walking out on stage. I said, a thousand people in
front of your big screen cameras everywhere, you have a crew.
That wasn't the beginning, not at all. How did you
start it? And when did you realize and looked at
(08:37):
her and go we got something bad.
Speaker 2 (08:39):
Yeah.
Speaker 3 (08:39):
Our very first traffic, sales and property event was twenty sixteen.
We'd had the brand for a little less than a year,
and I said, we're going to do a conference. We'll
have two hundred people. Okay, we got closed. I was like,
this don't look like two hundred, so that's all right.
Maybe maybe we're just to one hundred. Here we are closed.
That looked like one hundred.
Speaker 2 (08:56):
So we ended up.
Speaker 3 (08:57):
With fourteen sixteen twenty sixteen, and we ended up with
forty seven people.
Speaker 2 (09:02):
I remember going in that morning and taking chairs out
of the room.
Speaker 3 (09:05):
Because I didn't want the room to look empty when
the people came, and I didn't want them to think
they were crazy for mind tickets to this thing. So
we took chairs out forty seven people. Half of those
people got in for free. But people always say, Lama,
how did you grow from forty seven people to a
thousand plus? The number one thing we did was stay consistent. Yes,
and you know, sometimes all you need is confirmation. And
(09:26):
I remember it was a three day event, and at
the very end, I was thinking, this is great. Not
a lot of people, but the event was good, and
I was thinking, like, the only bad part is if
we wait another year to have an event. In that time,
some of these people won't be in business anymore, and
the people that are excited, that are excited, this excitement
will die down. So I was thinking my mind, maybe
we should do another one. And the very last question,
(09:48):
on the very last day, a woman raised her hand.
I pointed to her, and she said, is that anyway
we can get together without having to wait a whole
another year? And that was all the confirmation I needed.
I did another event six months after that one, and
then for the next ten years we did two events
A year six months apart. And I also think by
doing two events it accelerated our growth because when someone
(10:11):
will go and tell somebody how good it was, need
to come. The next event wasn't next year, it was
just a few months.
Speaker 1 (10:17):
Away, right, and telling people when they talk about your event.
Speaker 3 (10:23):
What I hear most oftentimes is that TSP is like
an HBCU homecoming for black business owners. And how I
frame it is well, TSPs is black culture, so it's
business is money, is wealth is music.
Speaker 2 (10:38):
We formed all those things together.
Speaker 3 (10:41):
And as I did, how I created it is that
is reverse engineered all the things I didn't like about conferences.
I didn't like going to conferences in the whole entire
conference be full of panels, because I feel like sometimes
panel discussions are just sound bites, and a lot of
times the smartest person on the panels not the person
that talks the most. So we say, hey, we're going
to you know, not really do a lot of panels.
(11:02):
As a speaker. I didn't like going to events and
they tell me you got thirty minutes, because I felt
like that wasn't long enough to actually be able to
frame a conversation get my points out.
Speaker 2 (11:10):
A lot of events didn't have Q and A, so
I wanted to have more Q and A.
Speaker 3 (11:13):
So I literally just went and took apart everything I
didn't like, did the opposite of it. And when I
did that, we connected with the audience. We had something special.
And what we also had to this is a good point.
What we also had to do is we had to
grow through each stage. So a lot of people look
at us now and they try to duplicate our event.
But the event you see in year ten is not
(11:33):
the event we had in year one, year one. It
was me, you know, before we started said I loved
the branding. The branding was me and one pop up band,
and I designed the banner so that it wasn't that good.
Speaker 2 (11:43):
Absolutely, but we had to grow into those.
Speaker 3 (11:45):
Like a lot of times with events, I'm sure you've
seen it, people try to bite off too much in
the beginning. Absolutely, and an event is something where you
can lose your shirt quickly, so people another way, they say, okay,
tell us more about how you made it. We're able
to last ten years in conference because we didn't lose
all our money the first year when we didn't have
people aste, So just being budget conscious, just being careful
(12:07):
and then growing step by step and always pushing ourselves
to say, we got to have better speakers. We got
to be able to keep the people engaged, We got
to keep them in the room. And then listening to
what they're saying is they come to have a great host.
Speaker 2 (12:20):
Let me tell you he comes on that stage. He's
very charismatic.
Speaker 1 (12:24):
You know, being a performer my background and it's not consistent.
He talks about consistency and that means a lot. I
remember in ninety two and I had a comedy club
and I had a Thursday night. It wasn't nobody in there,
and I will go on that stage and perform like
it was a packed house.
Speaker 2 (12:40):
And that's all you're saying.
Speaker 1 (12:41):
You know, if you have if you got an event,
don't allow the moment. If it's sold out or it's
not sold out, it should be the same presentation. And
that's where a lot of people fail. And it's called
customer service. That's all he's talking about right now. His
customer service does not change whether it's five are five hundred.
And that's where a lot of businesses fail, and general
(13:05):
black businesses fail because they become emotional. They come what
do people think, I don't know what to think. That
you the one develop your level of expectations. When you
open the door. I don't know if it's five people
coming through that door or thirty five people. But if
five people come through that door, treat it like it's
thirty five people. Yes, and your customer service is outstanding.
(13:27):
Talk about that to my audience.
Speaker 2 (13:29):
Thank you, And you're totally right.
Speaker 3 (13:30):
Tell people all the time, whether it's you know, fifty
or five hundred, we have to perform and act like
it's five thousand every single time, because that's how you
get to five thousand by treating the fifty right and
then treat the five hundred right. And when it comes
to customer service, we have a couple groups of clients,
but one of them we have for clients doing over
a million dollars in business, called the Collaborative Right. And
we took that collaborative group down to Disney and learned
(13:53):
about customer service and customer excellence. And one of the
things Disney talked about is they talked about unexpected touchpoint
and as they were, you know, give us the lesson
and kind of going through it, they said, well, how
many of you think that the first touch point to
Disney is when you give your ticket to the person
and walk into the park. Everyone's hands went up, but
they said, there's so many touch points before then. When
(14:14):
you're just driving down the Interstate I ninety five and
looking for Disney, if you can't find the signs and
you can't find the park, you will be frustrated before
you get there. When you come through the toll into
the actual to pay your parking, to get on to lot,
when you park your car, depend on how to you know,
trams pick you up from the car to the actual gate.
It's all these touch points. So even in that, I said,
how does that apply to my conference? Well, up until then,
(14:37):
I was thinking that the first touch point was a registration, right,
and then that changed everything.
Speaker 2 (14:41):
I said, you know what, that's not it.
Speaker 3 (14:43):
I said, you know, and every year we kind of
extend a little bit more. But I said, before people
come into the hotel is the first touch point.
Speaker 2 (14:50):
So then what do we do. We branded not.
Speaker 3 (14:52):
Just the inside but the outside of the hotel, And
when people pull up and get out.
Speaker 2 (14:56):
Of their uber, they're like, hold on right, like what
is going on? You know?
Speaker 3 (15:01):
Even from we know everybody doesn't just come from the airport.
Some people come locally, so from the actual parking garage.
We brand the outside, which is on the back of
the hotel. So a lot of people would ignore that,
but we know there are customers coming through that way,
so we want to give them the same experience too.
Inside the hotel, we brand everything from the lobby to
(15:21):
the pool.
Speaker 2 (15:21):
We put our logo in the pool.
Speaker 3 (15:23):
This year, if I ten FO anniversary, we printed out
maybe twenty or thirty different photos from over the last
ten years, went to the store, got picture frames and
put those picture frames around the hotel, lobby, on the
hotel bar, all these different places to make it feel
like home. So and then this year, for the first time,
we also extended the branding out to the airport so
(15:43):
when people actually got to baggage claim, they could see
advertisements for it.
Speaker 2 (15:47):
To extend the test points.
Speaker 1 (15:49):
Stay with us. More Money Making Conversation master Class coming
up next. Welcome back to Money Making Conversation Masteric class.
Meet Rashaan McDonald. Well, I'm gonna tell you, I'm so
proud when I see that, you know, doing being a
guy who's done from a large scale events in Las Vegas,
(16:11):
that was my whole thing. You know, when you got
to the baggage claim, you saw the Neighborhood Awards.
Speaker 2 (16:17):
Yes, when you drove.
Speaker 1 (16:19):
Away you saw billboards, you got to the hotel or
the host hotel, you knew you were at the Neighborhood Awards.
And when I walked to his event, he's in a
new location that we're going to talk about that. And
then where he was at Avalont and I drove up,
I went wow, Because I've been to a lot of
black events I'm talking about I'm talking about I don't
have to name names, but there's a lot of popular
(16:41):
black events, and you events do poor branding, Yes, poor branding.
I don't know there in town till I get to
the event. And when I get to the event, I
don't know I'm at their event. And what they do
at TSP is tremendous from a branding marketing standpoint and
also from an African American. Its events are at high
(17:04):
profile facilities, which means there's a certain honesty, that's a
certain we want that business, welcoming the clientele coming into
that facility. That's what my huge takeaway from And I've
been tracking this brother for about three years and every
year it's I go there and I go, hey, you
(17:26):
don't disappoint me, man.
Speaker 3 (17:28):
And can I give you some kudos for a second.
Thank you those Neighborhood Awards in Vegas. I was there, okay,
and we were doing work with General Mills. General Mills
invited us out, they were sponsor, they had a suite.
And when I got you know, certain things I don't forget.
When I got to McCarran Airport in Vegas and I
saw the banness, when I saw the signage, you know,
(17:49):
that showed me, Okay, that's what it looks like at
the scale.
Speaker 2 (17:53):
And it also showed me that a black business can
do this.
Speaker 3 (17:56):
Yes, what is important because a lot of times we'll
see things we'll say that's amazing, but we never think
that we can do it in our own community. But
it gave me that lends in that perspective for both.
And then you know, something else for the audience always
reminds me of too, is that you if you want
to make a great event, you have to go to events.
If you want to make a great concert, you have
to go to like whatever the thing is that you
want to do.
Speaker 2 (18:16):
I want to build great websites.
Speaker 3 (18:17):
You got to look at websites, do you know, like
you have to see what's in the marketplace, and not
that you're going out to copy to duplicate it, but
you got to get ideas and expand.
Speaker 2 (18:26):
The way you think is if you don't see a
lot of times, you.
Speaker 1 (18:28):
Can't be it too. I'm not going to get any further.
How does one find out about you?
Speaker 2 (18:33):
And what? How's the process of being a part of TSP.
Speaker 3 (18:37):
Sure the easiest way is to visit our website www
dot Traffic Sales and and D Traffic salesanprofit dot com.
Through the website, we have a free community. When it
A and D through the website, we have a free
community you can join weird dropping information. We do free
virtual online classes and summits. We do you know, in
(19:00):
person events per year here in the Atlanta area, and
then we even do pop up tours around the country
where we go out to actual communities to provide insight
education around business growth. But everything is on the website
and on social You can find the same way Traffic
Sales and Profit or just at Lamar Tire.
Speaker 2 (19:18):
Now see the event he so under sells this event.
Speaker 1 (19:26):
You com into the hotel, the branding is there, okay,
you walk in. I'm just sending it from a standpoint
of a marketing eye, a branding eye. And it's important
people understand this because unlike a person who does accounting,
you know their work can be done on the laptop.
Speaker 2 (19:43):
So there are no expenses but that laptop. When you get.
Speaker 1 (19:46):
Into events, just like you said, you see expenses, You
see signers, you see a room you had to rid,
you see chairs you have to move in, you see catering,
You see all these actual dollar events that you have
to pay for. And so it means you have to
turn right around and understand you have to have a
market share that covers that and also creates a profit.
(20:10):
Now let's talk about the event the music. Why is
the music so important to your event years ago?
Speaker 3 (20:19):
Not in that first year, because that first year we
barely made it out of there that first year.
Speaker 2 (20:24):
But as we grew, we wanted to.
Speaker 3 (20:26):
Start implementing surprises into the event. And the reason why
is because I wanted people to always be in a
have a sense of expectation, but also a fear of
missing out right because as you know, like a lot
of conference, a lot of events, are very transient. It's
more people in the hallways, in the seats, you know,
speak about speaker, people coming in and coming out, they're
going up to their room, all kind of stuff like that.
(20:48):
So I wanted to really create it where at any
time I don't know what can happen, so I must
always be in my seat, right, and did like the
very first year, and it just evolved since then. We
started the very first year, the very first guest music
act was speech from Rest Development.
Speaker 2 (21:03):
He came and there were people in the hallway.
Speaker 3 (21:05):
He went up to the room and then when they
found out, oh, they were crying tears right because they
missed out. And then year by year we layered on
other acts from Bone Crusher to Crime Mob, like we
did Crime Mob at eight thirty am on the opening day, right.
Speaker 2 (21:22):
Like knuck if you buck, it's crazy.
Speaker 3 (21:25):
But then you know, as he has grown, we also
started to layering guest speakers. We had Ambassador Andrew Young
who's living history come as a surprise. We had Matthew
Noles coming surprise. So what I've learned, Yes, throw out
the real names. Now those nice names come on, throw
out the A list names. Yeah, those surprises, right, to
(21:45):
the event itself. We've had Magic Johnson, We've had Master
p Easter Rage and Main Duprie, don people Ms. Kathy Hughes, right,
my one of my favorite entrepreneurs ever, Janis Brian Hiroyd,
you know, and we had Magic Johnson. And when I
bring them and then you know what's interesting And you'll
get this a lot of times in our community, the
biggest people and the people that make the most money,
(22:07):
not the people the ones that everybody knows. But I'll
invest to bring them in because these are the people
that our community exactly. The first black woman to build
a billion dollar business, and we've had her twice, and
we brought in twenty nineteen. Most of the audience was
not aware of who she was, but they needed to
know who she was.
Speaker 2 (22:23):
But you know that's what she wasn't marking herself.
Speaker 3 (22:25):
Yeah, now she's now she's way more visible. Like that's
the whole master class and visibility in itself. When I
brought her back last year, majority of the audience knew
she was because of what she's doing on social showing
up in the president the media. But that part, again
I talked about it before. If you want to be
it you need to see it. I want to put
people in front of the entrepreneurs and business owners that
(22:47):
show them. I came from where you came from. James
Brien Harrod, the perfect example, came and said, I was
born in a small town called Tarborough, North Carolina, right,
but I went from there toward HBCU Carolina and t
and then became the first black woman to build a
billion dollar business.
Speaker 2 (23:02):
So it's the secretary now exactly.
Speaker 3 (23:04):
So I like to prove to everyone, guess what if
she did it, you can too, and just making it
real form of people that look and sound.
Speaker 2 (23:12):
Just like that.
Speaker 1 (23:13):
Cool now you have outside of the fact I talked
about you being a host, but you have other hosts. Yes,
the represent different various segments of the show. How does
that work and how you choose those hosts?
Speaker 2 (23:24):
You know, we have such an expansive community.
Speaker 3 (23:26):
A lot of times we go internally within and it
used to be a time where I used to do,
like majority of the speaking over three days was me,
but then as our track sales.
Speaker 2 (23:36):
Trust yourself.
Speaker 3 (23:38):
Yeah yeah, and that's in the beginning. Like a lot
of people like that. That's the whole. That's the whole
is business owner start, nobody can do it but me.
Speaker 2 (23:45):
Nobody understands this but me, right, I'm the only one
that gets it.
Speaker 3 (23:48):
But as a community grew, I saw there was so
many subject matter experts. They knew way more than me
in these specific topics. And then I also knew from
a business perspective because a lot of them were clients.
Something else I can give them other than education is platform.
Exactly what you're doing here with me by having me
on your show, right, you give me access to platform,
and too many people underappreciate what platform does.
Speaker 2 (24:11):
Right, right, right, right right.
Speaker 3 (24:12):
So when I realized I can give them platform and
then they can provide value to the people in the community,
it really just took off.
Speaker 2 (24:20):
And then only that I have a lot of people.
Speaker 3 (24:22):
We did our ten year anniversary in Juniors you're at
I have people coming to me all the time, and
it even benefits me back because as someone that said,
I saw all the speakers and all these you know,
multimillion dollar business owners and they were all amazing, And
then I realized that they all are your clients, right,
So if they're your clients, like and I'm not even
they weren't even wearing me, they said what must that
(24:43):
make you right?
Speaker 2 (24:44):
Right?
Speaker 3 (24:44):
So really so when when I think too many times,
too many answers trying to hold on too tight right
and they want to manage everything, they want to hold
everything like everything must be them, and they're really missing
out on the blessing of what can happen if you
tap into the spirit and the benefit.
Speaker 2 (25:00):
It's an expertise of other people too.
Speaker 1 (25:01):
I'm talking to Lamar Tyler, co founder of Traffic Sales
and Profit is the nation's leading growth platform for black entrepreneurs.
They off for a step by Stealth Frameworks, I turned
those inside hustles into real hustles, six seven eight figure
enterprises creating black millionaires. Talked about faith it kind of
like popped out, Ye. What role does they play in
(25:23):
what you do on the daily basis and how enhanced
your perspective on your business?
Speaker 3 (25:29):
I think it plays a major role, right, It's everything.
And I tell entrepreneurs so many times, especially in the
black community, because we're really like a people of faith.
We pray for God to these different things, then He
gives us the opportunity and will take action. And I
literally just having a conversation with entrepreneurs a few weeks ago,
while I was saying, you know, you pray to gave
the opportunity.
Speaker 2 (25:48):
Now you wantn't do all the work too, like make
it make sense? Right, These things don't make sense.
Speaker 3 (25:54):
And actually had a conversation right before I came with
a client where I was, you know, we're talking about
what her next steps were, and I told her, too
many people are trying to see what the end of
the road looks like. And what I found in me
any success I've had in life is just by me
like believing the path this in front of me. I
believe I'm blessed with a certain set of attributes that
God gave only to me that because of that, I
(26:15):
don't feel like I have to fight and tussle with
anybody over clients, over customers. I'm like, there are things
that I can do that nobody else can, just like
it's things you can do that nobody else can.
Speaker 2 (26:24):
Do, right, and that your genius.
Speaker 3 (26:26):
We all have a genius, but it's up to me
to execute on the genius that God gave me.
Speaker 2 (26:31):
And that's what I try to do every day.
Speaker 3 (26:32):
And instead of trying to figure out what the end
of the road looks like, I just try to figure
out what are the next few steps.
Speaker 2 (26:37):
That's awesome, Lamar.
Speaker 1 (26:39):
Now you've done it at one location, you're moving your
event to another location. Tell us where's that where's at
and what does that new location provide and the opportunities
of the presentation.
Speaker 2 (26:52):
Sure.
Speaker 3 (26:52):
So every January and June probably since twenty twenty two,
we've been at the Avalon Hotel you mentioned.
Speaker 2 (26:57):
For this January, we're.
Speaker 3 (26:59):
Moving it create a new event called TSP Scale where
we're going to get a TSP Scale. Yeah, because you
want to we want to not just grow these companies,
we want them to scale. Can you tell people scale
means yeah, right, a lot of times I'm supposed to
get growth and scale mixed up. So as we're growing
the business, that means our revenue is growing, but expenses
are growing along with it. When we get to a
(27:20):
point of scale, now a revenue is growing, but our
expenses are not growing at the same rate, and you
have to be focused to get out of growth period
because scale is where the real money comes in and
that's what we have to do. So that's a conversation
we want to have for people because there are a
lot of business owners that are making money a lot
of time. We you know, we always perceive everybody's like
(27:40):
trying to come up, but there are a lot of
people that actually are making good money but just can't
get to the next level.
Speaker 2 (27:46):
And I'll call it these friction points.
Speaker 3 (27:47):
Right as you're growing friction points, you're getting out of
the way, like you said, thinking you have to do everything.
Another friction point is when you have to actually build
team around you and either your break through and you know,
go to the next lets, or you'll stay stuck exactly
where you are and just kind of sit. So we
want to help them break through to that next level
by providing high level education, advanced strategies. And we're doing
(28:11):
at a new venue, the Atlanta Western Gwinette, which is
in Gwinett County, brand new hotel, brand new facility, and
this event, we're actually capping it, making it smaller because
with the events do on a thousand people a thousand plus,
as you know what big events, you can't really connect
with everyone. Well you on the stage, you can't even
see pass the third or fourth row, right, So we
(28:33):
wanted a more intimate event so we can get more
hands on with the entrepreneurs and really helped them get
to where they need to get to in the next
stage of business. Now, June will still have TSP live
at the avalone, but this January we're doing what.
Speaker 2 (28:46):
Is just going to exactly right, exactly and I expect
to see you there. If I see you there, I
enjoy you, enjoy all, enjoy your wife.
Speaker 1 (28:54):
I know when I first was introduced to your platform,
you guys that know who I was, I was just
sitting there just admiring. You know, I'm a silent cheerleader.
Speaker 2 (29:04):
Man. I look at things I admire, you know.
Speaker 1 (29:08):
I like to believe that I've envisioned this process, and
when I see it being replicated, I go, they get it.
They got it, And what you guys are doing over
there is very inspirational. Again, tell everybody how they can
participate as we go through this journey of telling your
story and how you co found a TSP.
Speaker 3 (29:27):
So again find us on the website www. Dot Traffic
Sales and A and D Traffic salesanprofit dot com. If
more information about that specific event, you can find on
the website or go directly to www. Dot t SP
Scale sc A l E TSP scale dot com.
Speaker 2 (29:46):
Cool.
Speaker 1 (29:47):
As we close out the interview. You know, increasing revenue,
increasing profitability, those are that's our goal, you know. And
again we can increase revenue, but the expenses of riding
riding on that same horse, and you don't want to
do that. At your event, you have a little breakout sessions,
don't you, Yes, talk about those.
Speaker 3 (30:07):
You know, we want people to get exactly what they need.
So we do a lot of Q and A. We
do breakouts. At the TSP scale event, were doing actually
more breakouts than we normally does. But it's for you
to be to get on whatever track you need. And
one of the things I found about, you know, visiting
different entrepreneurs around the country is that most small businesses
don't make the amount of money that they should. And
the amount that they don't make is profitability exactly part
(30:28):
you talk about.
Speaker 2 (30:28):
It's that last.
Speaker 3 (30:29):
Little part, because the last little part is normally the
part you get to keep. So even from that, we've
you know, kind of built out something we called the
lever driven growth system, almost like if you pull these levers,
you can put in minimum effort getting maximum output. So
we talk about things like your proposal process. Right, if
you do proposals, most people don't do them correctly, they
(30:51):
take too long to send them out, and they don't
follow up. We talked about making sure they're doing up
sales and increasing the average order value at the point
of sale, because that is pure prime offstability. We talk
about have a referral system. Most small businesses, I say,
how do you get your clients word of mouth referrals?
I say, you got a system around it? No, So
that means every day you just hope up saying I
(31:12):
pray to God that somebody that I did work from
meet somebody else. That second person asked them who did
the work, They remember me, they have access to my
contact information, they give the person my contact information, and
that person.
Speaker 2 (31:27):
Gonna call me.
Speaker 3 (31:28):
This a whole lot of ifs a whole So can
we create a system around it and then experience like
we talked about with the branding and different things that
we do with our found is that if you create
experience around what you do, you can oftentimes charge two times,
three times, four times is much or more, just because
there are people that are willing to pay for an experience,
and I'm one of those.
Speaker 1 (31:48):
People or my brother Again, thank you for taking the
time to come on my show, Share your story man,
and watching it and.
Speaker 2 (31:57):
I got to get the wife on him by herself.
Speaker 1 (31:59):
Yes, yes, because her story is incredible and she has
a different story for the women and I definitely want
to know. I want to bring her all before the
event that happens in January.
Speaker 2 (32:10):
Again.
Speaker 3 (32:10):
Where is it that it's set the Atlanta Western Gwinette
right here in Gwnette County, right outside of Atlanta. Again,
more inform Mason and go to www dot tsp scale
dot com.
Speaker 2 (32:21):
Cool.
Speaker 1 (32:22):
Thank you Lamar for Conversation Masterclass.
Speaker 2 (32:25):
Appreciate it.
Speaker 1 (32:26):
This has been Money Making Conversations Masterclass with me Rashaun McDonald.
Thanks to our guess and our audience. Visit Moneymaking Conversations
dot com to listen or register to be a guest
on my show. Keep leading with your gifts, Keep winning,
Him ra Sean McDonald's hosts a weekly Money Making Conversation
Masterclass show. The interviews and information that this show provides offer.
Speaker 2 (00:07):
Everyone, including you.
Speaker 1 (00:08):
It's time to stop reading other people's success stories and
start living your own now. If you want to be
on my show, these are against on my show Money
Making Conversation Masterclass. Please visit our website, Moneymakingconversations dot com
and click to be a guest. But if you're a
small business owner, entrepreneur, motivational speaker, influence or nonprofit, I
(00:30):
want you on my show.
Speaker 2 (00:31):
Let's get this show started, my guests.
Speaker 1 (00:34):
Traffic, Sales and Profit TSP is the nation's leading growth
platform for black entrepreneurs. It's a step by step frameworks
that he provides and his wife, she's not here, but
I got him.
Speaker 2 (00:46):
I got him.
Speaker 1 (00:47):
They turned hustles side hustles into business. I would virtually
bring them on my show for the first time. I've
brand them on my show in the past. I've been
to this events many times. They're like rallies, They're like
there like gospel, fast. People are just it's the most
one of the most profound moments of watching successful people
(01:09):
fulfill their dreams and I wanted to bring him back
on my show, and I was able to get them
back in here. Please welcome the Money Making Conversations Masterclass,
the one and Only Lamar Tyler.
Speaker 2 (01:19):
How you doing, sir, I'm doing. Thanks for having me back.
You know we've all grown. Yes, yes, sir.
Speaker 1 (01:24):
Last time I had you on my show, I was
just doing just radio only, and I got a lot more.
Speaker 2 (01:28):
Platforms I can distribute the word of Tyler TSP. How
did you come up with the name?
Speaker 3 (01:36):
You know, I always believe that whatever you name, when
people here to see it, they should understand what it is, right,
And it kind of piggybacked on the name of a
previous brand we had. My wife and I had a
marriage brand, which is the largest African American marriage and
parent excite on the web, and that was called Black
and Married with Kids Okay, And it worked very well
because when people heard it, they say, Hey, if I'm black,
(01:58):
I'm married and I got kids.
Speaker 2 (01:59):
This for me.
Speaker 3 (02:00):
So I said, when I create something in this news space,
I want people to know exactly what it's about.
Speaker 2 (02:05):
And we say, like, what's three words? Kind of folks
on where about traffic?
Speaker 3 (02:08):
That's lead generation getting people to you sales of course, right,
how can we make the money and then profit?
Speaker 2 (02:13):
How can we keep what we make? So traffic, sales
and profit is what it was. No, And so that
means you understand branding.
Speaker 1 (02:19):
Yes, so talk to about audience the importance of branding
because you locked into keywords that you wanted people to
hear when.
Speaker 2 (02:27):
You talked about your product.
Speaker 1 (02:29):
Either curiosity forced them to ask more questions or do
more research, but in the bottom line, it motivated them
to become engaged.
Speaker 2 (02:37):
It did.
Speaker 3 (02:37):
And like I said, I'm real big on things where
people see it, they automatically can identify with themselves if
they can hear the name, but they can see it,
and they say, hey, that's for hey, money making conversations.
If I want to make money, I need to listen
to that conversation. Right, it's very clear. But what happens
a lot of times the business owner is more concerned
about themselves and their own ego and the actual customer,
(03:00):
and they picked something that means a lot to them,
but means nothing to the person that they're trying to actually,
you know, come across and actually get into their productice service.
Speaker 2 (03:07):
So for us, that's always what it is.
Speaker 3 (03:09):
Like, how can if we can have something that we
know red is relatable to people automatically when they hear it,
then we know we can start building an audience faster. And
I'm always about how can I build audience? How can
I build community? Always say, if you can build a community,
you'll never be broken.
Speaker 2 (03:22):
Absolutely.
Speaker 1 (03:23):
Now, one of the things that when I go to
these events, you know, use the word side hustle, which
means that's something that somebody may be doing part time, correct,
and then they have a full time which is really
where they're getting their money to keep the lights on. Correct,
Explain to your version of side huffle and how do
you turn that to your event into the actual hustle.
Speaker 3 (03:45):
And that's exactly it, because most of the entrepreneurs we meet,
you know, mostins in the black community are not starting
received money, then not start with venture capital. So they're
starting with a nine to five job and they you know,
peeling pieces of that paycheck that they got into something new,
that side hustle that oftentimes they want to turn into
their main hustle. But in order to turn into the
main hustle, it's some specific things.
Speaker 2 (04:06):
That need to happen.
Speaker 3 (04:07):
For one, the revenue has to grow big enough so
they can actually leave the main hustle.
Speaker 2 (04:11):
Yes, uh, you know, and that's and that's like a
big thing. We never got to get there. For two.
Speaker 3 (04:14):
They have to just treat that side hustle like it
is a full time hustle now there.
Speaker 2 (04:19):
You know.
Speaker 3 (04:19):
One of the things that that allowed my wife, Ronnie
and how to grow is when we first started, we
both had two demanding jobs. But from the very beginning
we said, we're going to treat this like a real business.
So we're going to structure it like a business legally
is going to be a business. We met even though
we'd nothing to meet about. You know, we we we
wouldn't mean about money because weey, we wouldn't mean about business.
Speaker 2 (04:39):
We had no business.
Speaker 3 (04:40):
But we just we just acted as if in structured
like a business. So then as it grew, we already
had the framework and the training wheels around it that
allowed us to be able to grow to it.
Speaker 1 (04:49):
So I'm talking to my he talks fans now all
we got because.
Speaker 2 (04:53):
He knows his brand.
Speaker 1 (04:54):
He's one of those two articulate individuals in this business.
Lamar Tyler tra afic sales and profits. It's the nation's
leading growth platform for black entrepreneurs. Again, step by step,
frameworks have turned side hustles into six, seven and eight
figure enterprises, catapult an alumni into the ink five thousand
(05:16):
and into the ranks of brand building black millionaires, millionaire.
Speaker 2 (05:22):
Everybody wants to be a millionaire. Yes, everybody wants to
be a millionaire. But it has to be a plan.
Speaker 1 (05:27):
And I want to go back to the side hustle
and treating it because that's what separates people. Because I
always tell people that are twenty four hours in the day,
learn how to take advantage of each hour.
Speaker 2 (05:38):
And that's what you're talking about, not saying I'm tired.
Speaker 1 (05:42):
I as I always telling the story about my wife
and I go into the airport and she watches me.
Speaker 2 (05:48):
She just shakes her head a lot of time.
Speaker 1 (05:50):
And she was it was like six am flight and
I was driving because she's going to take the call
back to the house.
Speaker 2 (05:59):
And she looked at me and she goes, are you
ever tired?
Speaker 1 (06:03):
And I looked at her. I said, I'm tired right now.
And that's what we're talking about right now, Lama.
Speaker 2 (06:09):
You know that this is not a job. It has
to be a job.
Speaker 1 (06:13):
That you want to do a job that has goals,
but fatigue and frustration is a part of it, definitely.
Speaker 3 (06:21):
So would always tell people because the asked me saying,
are you ever tied?
Speaker 2 (06:25):
Like how did you do it?
Speaker 3 (06:26):
And a lot of times people will look at you
and make excuses about why you're successful, why you're able
to build a thing that they're not. So always tell
people two things. Number one, you have to do the
thing that you love anything that can make money.
Speaker 2 (06:38):
Right.
Speaker 3 (06:39):
If you're doing something that you love but it doesn't
make money, then eventually you get burnt out. You get
tired because you got to pay the bills. If you're
doing something it makes money but you don't love it,
then eventually you realize that money isn't everything. So we
got to be at tie to those both. And then
when we were building.
Speaker 2 (06:54):
When we first started, I said, we both had two
demanding jobs.
Speaker 3 (06:57):
I was in the DC area at an hour and
a half commute to and from work, so when I
got home, it would already be, you know, dinner time.
My wife is there from her demanding job. And then
we have four kids under the age of eleven. We
go from dinner time to bath time. Bath time to bedtime,
and we can't start working in business until nine ten
o'clock at night, right But the only way we were
able to build the business is because we started. And
(07:21):
so many people are waiting for the kids to get older.
But then when the kids get older, something else just
slides into that slot. So there is no perfect time.
Like the time to get started is now at whatever
age you know for the viewers, whatever age you at,
like now is the age right now is the time.
And sometimes you have to steal time from yourself. So
always ask people, can you get up thirty minutes earlier
in the morning, They say yes. I say can you
(07:42):
stay up thirty minutes later?
Speaker 2 (07:43):
They say yes.
Speaker 3 (07:44):
Well, if you just did that, Monday through Friday is
five hours a week, twenty hours a month, you know,
like two hundred and forty hours a year that you've
just carved out. Not to mention Netflix time, if we
take away social media time, it's a lot of time
that we have.
Speaker 2 (07:59):
That we think we don't have. There's that money making exactly.
Speaker 3 (08:01):
It's definitely not money making now, hold on, it's money making,
but it's not making money for you. It's making money
for the people in Netflix it's making money for Apple TV,
but it's not making.
Speaker 2 (08:11):
Money for you, and that's what people have to get. Now,
let's talk about the format.
Speaker 1 (08:14):
You know, you know, how did you guys come about
Let's let's go back a little bit. Sure, because what
I don't want to do because you know what's going on.
You know that end result. I see you right there
walking out on stage. I said, a thousand people in
front of your big screen cameras everywhere, you have a crew.
That wasn't the beginning, not at all. How did you
start it? And when did you realize and looked at
(08:37):
her and go we got something bad.
Speaker 2 (08:39):
Yeah.
Speaker 3 (08:39):
Our very first traffic, sales and property event was twenty sixteen.
We'd had the brand for a little less than a year,
and I said, we're going to do a conference. We'll
have two hundred people. Okay, we got closed. I was like,
this don't look like two hundred, so that's all right.
Maybe maybe we're just to one hundred. Here we are closed.
That looked like one hundred.
Speaker 2 (08:56):
So we ended up.
Speaker 3 (08:57):
With fourteen sixteen twenty sixteen, and we ended up with
forty seven people.
Speaker 2 (09:02):
I remember going in that morning and taking chairs out
of the room.
Speaker 3 (09:05):
Because I didn't want the room to look empty when
the people came, and I didn't want them to think
they were crazy for mind tickets to this thing. So
we took chairs out forty seven people. Half of those
people got in for free. But people always say, Lama,
how did you grow from forty seven people to a
thousand plus? The number one thing we did was stay consistent. Yes,
and you know, sometimes all you need is confirmation. And
(09:26):
I remember it was a three day event, and at
the very end, I was thinking, this is great. Not
a lot of people, but the event was good, and
I was thinking, like, the only bad part is if
we wait another year to have an event. In that time,
some of these people won't be in business anymore, and
the people that are excited, that are excited, this excitement
will die down. So I was thinking my mind, maybe
we should do another one. And the very last question,
(09:48):
on the very last day, a woman raised her hand.
I pointed to her, and she said, is that anyway
we can get together without having to wait a whole
another year? And that was all the confirmation I needed.
I did another event six months after that one, and
then for the next ten years we did two events
A year six months apart. And I also think by
doing two events it accelerated our growth because when someone
(10:11):
will go and tell somebody how good it was, need
to come. The next event wasn't next year, it was
just a few months.
Speaker 1 (10:17):
Away, right, and telling people when they talk about your event.
Speaker 3 (10:23):
What I hear most oftentimes is that TSP is like
an HBCU homecoming for black business owners. And how I
frame it is well, TSPs is black culture, so it's
business is money, is wealth is music.
Speaker 2 (10:38):
We formed all those things together.
Speaker 3 (10:41):
And as I did, how I created it is that
is reverse engineered all the things I didn't like about conferences.
I didn't like going to conferences in the whole entire
conference be full of panels, because I feel like sometimes
panel discussions are just sound bites, and a lot of
times the smartest person on the panels not the person
that talks the most. So we say, hey, we're going
to you know, not really do a lot of panels.
(11:02):
As a speaker. I didn't like going to events and
they tell me you got thirty minutes, because I felt
like that wasn't long enough to actually be able to
frame a conversation get my points out.
Speaker 2 (11:10):
A lot of events didn't have Q and A, so
I wanted to have more Q and A.
Speaker 3 (11:13):
So I literally just went and took apart everything I
didn't like, did the opposite of it. And when I
did that, we connected with the audience. We had something special.
And what we also had to this is a good point.
What we also had to do is we had to
grow through each stage. So a lot of people look
at us now and they try to duplicate our event.
But the event you see in year ten is not
(11:33):
the event we had in year one, year one. It
was me, you know, before we started said I loved
the branding. The branding was me and one pop up band,
and I designed the banner so that it wasn't that good.
Speaker 2 (11:43):
Absolutely, but we had to grow into those.
Speaker 3 (11:45):
Like a lot of times with events, I'm sure you've
seen it, people try to bite off too much in
the beginning. Absolutely, and an event is something where you
can lose your shirt quickly, so people another way, they say, okay,
tell us more about how you made it. We're able
to last ten years in conference because we didn't lose
all our money the first year when we didn't have
people aste, So just being budget conscious, just being careful
(12:07):
and then growing step by step and always pushing ourselves
to say, we got to have better speakers. We got
to be able to keep the people engaged, We got
to keep them in the room. And then listening to
what they're saying is they come to have a great host.
Speaker 2 (12:20):
Let me tell you he comes on that stage. He's
very charismatic.
Speaker 1 (12:24):
You know, being a performer my background and it's not consistent.
He talks about consistency and that means a lot. I
remember in ninety two and I had a comedy club
and I had a Thursday night. It wasn't nobody in there,
and I will go on that stage and perform like
it was a packed house.
Speaker 2 (12:40):
And that's all you're saying.
Speaker 1 (12:41):
You know, if you have if you got an event,
don't allow the moment. If it's sold out or it's
not sold out, it should be the same presentation. And
that's where a lot of people fail. And it's called
customer service. That's all he's talking about right now. His
customer service does not change whether it's five are five hundred.
And that's where a lot of businesses fail, and general
(13:05):
black businesses fail because they become emotional. They come what
do people think, I don't know what to think. That
you the one develop your level of expectations. When you
open the door. I don't know if it's five people
coming through that door or thirty five people. But if
five people come through that door, treat it like it's
thirty five people. Yes, and your customer service is outstanding.
(13:27):
Talk about that to my audience.
Speaker 2 (13:29):
Thank you, And you're totally right.
Speaker 3 (13:30):
Tell people all the time, whether it's you know, fifty
or five hundred, we have to perform and act like
it's five thousand every single time, because that's how you
get to five thousand by treating the fifty right and
then treat the five hundred right. And when it comes
to customer service, we have a couple groups of clients,
but one of them we have for clients doing over
a million dollars in business, called the Collaborative Right. And
we took that collaborative group down to Disney and learned
(13:53):
about customer service and customer excellence. And one of the
things Disney talked about is they talked about unexpected touchpoint
and as they were, you know, give us the lesson
and kind of going through it, they said, well, how
many of you think that the first touch point to
Disney is when you give your ticket to the person
and walk into the park. Everyone's hands went up, but
they said, there's so many touch points before then. When
(14:14):
you're just driving down the Interstate I ninety five and
looking for Disney, if you can't find the signs and
you can't find the park, you will be frustrated before
you get there. When you come through the toll into
the actual to pay your parking, to get on to lot,
when you park your car, depend on how to you know,
trams pick you up from the car to the actual gate.
It's all these touch points. So even in that, I said,
how does that apply to my conference? Well, up until then,
(14:37):
I was thinking that the first touch point was a registration, right,
and then that changed everything.
Speaker 2 (14:41):
I said, you know what, that's not it.
Speaker 3 (14:43):
I said, you know, and every year we kind of
extend a little bit more. But I said, before people
come into the hotel is the first touch point.
Speaker 2 (14:50):
So then what do we do. We branded not.
Speaker 3 (14:52):
Just the inside but the outside of the hotel, And
when people pull up and get out.
Speaker 2 (14:56):
Of their uber, they're like, hold on right, like what
is going on? You know?
Speaker 3 (15:01):
Even from we know everybody doesn't just come from the airport.
Some people come locally, so from the actual parking garage.
We brand the outside, which is on the back of
the hotel. So a lot of people would ignore that,
but we know there are customers coming through that way,
so we want to give them the same experience too.
Inside the hotel, we brand everything from the lobby to
(15:21):
the pool.
Speaker 2 (15:21):
We put our logo in the pool.
Speaker 3 (15:23):
This year, if I ten FO anniversary, we printed out
maybe twenty or thirty different photos from over the last
ten years, went to the store, got picture frames and
put those picture frames around the hotel, lobby, on the
hotel bar, all these different places to make it feel
like home. So and then this year, for the first time,
we also extended the branding out to the airport so
(15:43):
when people actually got to baggage claim, they could see
advertisements for it.
Speaker 2 (15:47):
To extend the test points.
Speaker 1 (15:49):
Stay with us. More Money Making Conversation master Class coming
up next. Welcome back to Money Making Conversation Masteric class.
Meet Rashaan McDonald. Well, I'm gonna tell you, I'm so
proud when I see that, you know, doing being a
guy who's done from a large scale events in Las Vegas,
(16:11):
that was my whole thing. You know, when you got
to the baggage claim, you saw the Neighborhood Awards.
Speaker 2 (16:17):
Yes, when you drove.
Speaker 1 (16:19):
Away you saw billboards, you got to the hotel or
the host hotel, you knew you were at the Neighborhood Awards.
And when I walked to his event, he's in a
new location that we're going to talk about that. And
then where he was at Avalont and I drove up,
I went wow, Because I've been to a lot of
black events I'm talking about I'm talking about I don't
have to name names, but there's a lot of popular
(16:41):
black events, and you events do poor branding, Yes, poor branding.
I don't know there in town till I get to
the event. And when I get to the event, I
don't know I'm at their event. And what they do
at TSP is tremendous from a branding marketing standpoint and
also from an African American. Its events are at high
(17:04):
profile facilities, which means there's a certain honesty, that's a
certain we want that business, welcoming the clientele coming into
that facility. That's what my huge takeaway from And I've
been tracking this brother for about three years and every
year it's I go there and I go, hey, you
(17:26):
don't disappoint me, man.
Speaker 3 (17:28):
And can I give you some kudos for a second.
Thank you those Neighborhood Awards in Vegas. I was there, okay,
and we were doing work with General Mills. General Mills
invited us out, they were sponsor, they had a suite.
And when I got you know, certain things I don't forget.
When I got to McCarran Airport in Vegas and I
saw the banness, when I saw the signage, you know,
(17:49):
that showed me, Okay, that's what it looks like at
the scale.
Speaker 2 (17:53):
And it also showed me that a black business can
do this.
Speaker 3 (17:56):
Yes, what is important because a lot of times we'll
see things we'll say that's amazing, but we never think
that we can do it in our own community. But
it gave me that lends in that perspective for both.
And then you know, something else for the audience always
reminds me of too, is that you if you want
to make a great event, you have to go to events.
If you want to make a great concert, you have
to go to like whatever the thing is that you
want to do.
Speaker 2 (18:16):
I want to build great websites.
Speaker 3 (18:17):
You got to look at websites, do you know, like
you have to see what's in the marketplace, and not
that you're going out to copy to duplicate it, but
you got to get ideas and expand.
Speaker 2 (18:26):
The way you think is if you don't see a
lot of times, you.
Speaker 1 (18:28):
Can't be it too. I'm not going to get any further.
How does one find out about you?
Speaker 2 (18:33):
And what? How's the process of being a part of TSP.
Speaker 3 (18:37):
Sure the easiest way is to visit our website www
dot Traffic Sales and and D Traffic salesanprofit dot com.
Through the website, we have a free community. When it
A and D through the website, we have a free
community you can join weird dropping information. We do free
virtual online classes and summits. We do you know, in
(19:00):
person events per year here in the Atlanta area, and
then we even do pop up tours around the country
where we go out to actual communities to provide insight
education around business growth. But everything is on the website
and on social You can find the same way Traffic
Sales and Profit or just at Lamar Tire.
Speaker 2 (19:18):
Now see the event he so under sells this event.
Speaker 1 (19:26):
You com into the hotel, the branding is there, okay,
you walk in. I'm just sending it from a standpoint
of a marketing eye, a branding eye. And it's important
people understand this because unlike a person who does accounting,
you know their work can be done on the laptop.
Speaker 2 (19:43):
So there are no expenses but that laptop. When you get.
Speaker 1 (19:46):
Into events, just like you said, you see expenses, You
see signers, you see a room you had to rid,
you see chairs you have to move in, you see catering,
You see all these actual dollar events that you have
to pay for. And so it means you have to
turn right around and understand you have to have a
market share that covers that and also creates a profit.
(20:10):
Now let's talk about the event the music. Why is
the music so important to your event years ago?
Speaker 3 (20:19):
Not in that first year, because that first year we
barely made it out of there that first year.
Speaker 2 (20:24):
But as we grew, we wanted to.
Speaker 3 (20:26):
Start implementing surprises into the event. And the reason why
is because I wanted people to always be in a
have a sense of expectation, but also a fear of
missing out right because as you know, like a lot
of conference, a lot of events, are very transient. It's
more people in the hallways, in the seats, you know,
speak about speaker, people coming in and coming out, they're
going up to their room, all kind of stuff like that.
(20:48):
So I wanted to really create it where at any
time I don't know what can happen, so I must
always be in my seat, right, and did like the
very first year, and it just evolved since then. We
started the very first year, the very first guest music
act was speech from Rest Development.
Speaker 2 (21:03):
He came and there were people in the hallway.
Speaker 3 (21:05):
He went up to the room and then when they
found out, oh, they were crying tears right because they
missed out. And then year by year we layered on
other acts from Bone Crusher to Crime Mob, like we
did Crime Mob at eight thirty am on the opening day, right.
Speaker 2 (21:22):
Like knuck if you buck, it's crazy.
Speaker 3 (21:25):
But then you know, as he has grown, we also
started to layering guest speakers. We had Ambassador Andrew Young
who's living history come as a surprise. We had Matthew
Noles coming surprise. So what I've learned, Yes, throw out
the real names. Now those nice names come on, throw
out the A list names. Yeah, those surprises, right, to
(21:45):
the event itself. We've had Magic Johnson, We've had Master
p Easter Rage and Main Duprie, don people Ms. Kathy Hughes, right,
my one of my favorite entrepreneurs ever, Janis Brian Hiroyd,
you know, and we had Magic Johnson. And when I
bring them and then you know what's interesting And you'll
get this a lot of times in our community, the
biggest people and the people that make the most money,
(22:07):
not the people the ones that everybody knows. But I'll
invest to bring them in because these are the people
that our community exactly. The first black woman to build
a billion dollar business, and we've had her twice, and
we brought in twenty nineteen. Most of the audience was
not aware of who she was, but they needed to
know who she was.
Speaker 2 (22:23):
But you know that's what she wasn't marking herself.
Speaker 3 (22:25):
Yeah, now she's now she's way more visible. Like that's
the whole master class and visibility in itself. When I
brought her back last year, majority of the audience knew
she was because of what she's doing on social showing
up in the president the media. But that part, again
I talked about it before. If you want to be
it you need to see it. I want to put
people in front of the entrepreneurs and business owners that
(22:47):
show them. I came from where you came from. James
Brien Harrod, the perfect example, came and said, I was
born in a small town called Tarborough, North Carolina, right,
but I went from there toward HBCU Carolina and t
and then became the first black woman to build a
billion dollar business.
Speaker 2 (23:02):
So it's the secretary now exactly.
Speaker 3 (23:04):
So I like to prove to everyone, guess what if
she did it, you can too, and just making it
real form of people that look and sound.
Speaker 2 (23:12):
Just like that.
Speaker 1 (23:13):
Cool now you have outside of the fact I talked
about you being a host, but you have other hosts. Yes,
the represent different various segments of the show. How does
that work and how you choose those hosts?
Speaker 2 (23:24):
You know, we have such an expansive community.
Speaker 3 (23:26):
A lot of times we go internally within and it
used to be a time where I used to do,
like majority of the speaking over three days was me,
but then as our track sales.
Speaker 2 (23:36):
Trust yourself.
Speaker 3 (23:38):
Yeah yeah, and that's in the beginning. Like a lot
of people like that. That's the whole. That's the whole
is business owner start, nobody can do it but me.
Speaker 2 (23:45):
Nobody understands this but me, right, I'm the only one
that gets it.
Speaker 3 (23:48):
But as a community grew, I saw there was so
many subject matter experts. They knew way more than me
in these specific topics. And then I also knew from
a business perspective because a lot of them were clients.
Something else I can give them other than education is platform.
Exactly what you're doing here with me by having me
on your show, right, you give me access to platform,
and too many people underappreciate what platform does.
Speaker 2 (24:11):
Right, right, right, right right.
Speaker 3 (24:12):
So when I realized I can give them platform and
then they can provide value to the people in the community,
it really just took off.
Speaker 2 (24:20):
And then only that I have a lot of people.
Speaker 3 (24:22):
We did our ten year anniversary in Juniors you're at
I have people coming to me all the time, and
it even benefits me back because as someone that said,
I saw all the speakers and all these you know,
multimillion dollar business owners and they were all amazing, And
then I realized that they all are your clients, right,
So if they're your clients, like and I'm not even
they weren't even wearing me, they said what must that
(24:43):
make you right?
Speaker 2 (24:44):
Right?
Speaker 3 (24:44):
So really so when when I think too many times,
too many answers trying to hold on too tight right
and they want to manage everything, they want to hold
everything like everything must be them, and they're really missing
out on the blessing of what can happen if you
tap into the spirit and the benefit.
Speaker 2 (25:00):
It's an expertise of other people too.
Speaker 1 (25:01):
I'm talking to Lamar Tyler, co founder of Traffic Sales
and Profit is the nation's leading growth platform for black entrepreneurs.
They off for a step by Stealth Frameworks, I turned
those inside hustles into real hustles, six seven eight figure
enterprises creating black millionaires. Talked about faith it kind of
like popped out, Ye. What role does they play in
(25:23):
what you do on the daily basis and how enhanced
your perspective on your business?
Speaker 3 (25:29):
I think it plays a major role, right, It's everything.
And I tell entrepreneurs so many times, especially in the
black community, because we're really like a people of faith.
We pray for God to these different things, then He
gives us the opportunity and will take action. And I
literally just having a conversation with entrepreneurs a few weeks ago,
while I was saying, you know, you pray to gave
the opportunity.
Speaker 2 (25:48):
Now you wantn't do all the work too, like make
it make sense? Right, These things don't make sense.
Speaker 3 (25:54):
And actually had a conversation right before I came with
a client where I was, you know, we're talking about
what her next steps were, and I told her, too
many people are trying to see what the end of
the road looks like. And what I found in me
any success I've had in life is just by me
like believing the path this in front of me. I
believe I'm blessed with a certain set of attributes that
God gave only to me that because of that, I
(26:15):
don't feel like I have to fight and tussle with
anybody over clients, over customers. I'm like, there are things
that I can do that nobody else can, just like
it's things you can do that nobody else can.
Speaker 2 (26:24):
Do, right, and that your genius.
Speaker 3 (26:26):
We all have a genius, but it's up to me
to execute on the genius that God gave me.
Speaker 2 (26:31):
And that's what I try to do every day.
Speaker 3 (26:32):
And instead of trying to figure out what the end
of the road looks like, I just try to figure
out what are the next few steps.
Speaker 2 (26:37):
That's awesome, Lamar.
Speaker 1 (26:39):
Now you've done it at one location, you're moving your
event to another location. Tell us where's that where's at
and what does that new location provide and the opportunities
of the presentation.
Speaker 2 (26:52):
Sure.
Speaker 3 (26:52):
So every January and June probably since twenty twenty two,
we've been at the Avalon Hotel you mentioned.
Speaker 2 (26:57):
For this January, we're.
Speaker 3 (26:59):
Moving it create a new event called TSP Scale where
we're going to get a TSP Scale. Yeah, because you
want to we want to not just grow these companies,
we want them to scale. Can you tell people scale
means yeah, right, a lot of times I'm supposed to
get growth and scale mixed up. So as we're growing
the business, that means our revenue is growing, but expenses
are growing along with it. When we get to a
(27:20):
point of scale, now a revenue is growing, but our
expenses are not growing at the same rate, and you
have to be focused to get out of growth period
because scale is where the real money comes in and
that's what we have to do. So that's a conversation
we want to have for people because there are a
lot of business owners that are making money a lot
of time. We you know, we always perceive everybody's like
(27:40):
trying to come up, but there are a lot of
people that actually are making good money but just can't
get to the next level.
Speaker 2 (27:46):
And I'll call it these friction points.
Speaker 3 (27:47):
Right as you're growing friction points, you're getting out of
the way, like you said, thinking you have to do everything.
Another friction point is when you have to actually build
team around you and either your break through and you know,
go to the next lets, or you'll stay stuck exactly
where you are and just kind of sit. So we
want to help them break through to that next level
by providing high level education, advanced strategies. And we're doing
(28:11):
at a new venue, the Atlanta Western Gwinette, which is
in Gwinett County, brand new hotel, brand new facility, and
this event, we're actually capping it, making it smaller because
with the events do on a thousand people a thousand plus,
as you know what big events, you can't really connect
with everyone. Well you on the stage, you can't even
see pass the third or fourth row, right, So we
(28:33):
wanted a more intimate event so we can get more
hands on with the entrepreneurs and really helped them get
to where they need to get to in the next
stage of business. Now, June will still have TSP live
at the avalone, but this January we're doing what.
Speaker 2 (28:46):
Is just going to exactly right, exactly and I expect
to see you there. If I see you there, I
enjoy you, enjoy all, enjoy your wife.
Speaker 1 (28:54):
I know when I first was introduced to your platform,
you guys that know who I was, I was just
sitting there just admiring. You know, I'm a silent cheerleader.
Speaker 2 (29:04):
Man. I look at things I admire, you know.
Speaker 1 (29:08):
I like to believe that I've envisioned this process, and
when I see it being replicated, I go, they get it.
They got it, And what you guys are doing over
there is very inspirational. Again, tell everybody how they can
participate as we go through this journey of telling your
story and how you co found a TSP.
Speaker 3 (29:27):
So again find us on the website www. Dot Traffic
Sales and A and D Traffic salesanprofit dot com. If
more information about that specific event, you can find on
the website or go directly to www. Dot t SP
Scale sc A l E TSP scale dot com.
Speaker 2 (29:46):
Cool.
Speaker 1 (29:47):
As we close out the interview. You know, increasing revenue,
increasing profitability, those are that's our goal, you know. And
again we can increase revenue, but the expenses of riding
riding on that same horse, and you don't want to
do that. At your event, you have a little breakout sessions,
don't you, Yes, talk about those.
Speaker 3 (30:07):
You know, we want people to get exactly what they need.
So we do a lot of Q and A. We
do breakouts. At the TSP scale event, were doing actually
more breakouts than we normally does. But it's for you
to be to get on whatever track you need. And
one of the things I found about, you know, visiting
different entrepreneurs around the country is that most small businesses
don't make the amount of money that they should. And
the amount that they don't make is profitability exactly part
(30:28):
you talk about.
Speaker 2 (30:28):
It's that last.
Speaker 3 (30:29):
Little part, because the last little part is normally the
part you get to keep. So even from that, we've
you know, kind of built out something we called the
lever driven growth system, almost like if you pull these levers,
you can put in minimum effort getting maximum output. So
we talk about things like your proposal process. Right, if
you do proposals, most people don't do them correctly, they
(30:51):
take too long to send them out, and they don't
follow up. We talked about making sure they're doing up
sales and increasing the average order value at the point
of sale, because that is pure prime offstability. We talk
about have a referral system. Most small businesses, I say,
how do you get your clients word of mouth referrals?
I say, you got a system around it? No, So
that means every day you just hope up saying I
(31:12):
pray to God that somebody that I did work from
meet somebody else. That second person asked them who did
the work, They remember me, they have access to my
contact information, they give the person my contact information, and
that person.
Speaker 2 (31:27):
Gonna call me.
Speaker 3 (31:28):
This a whole lot of ifs a whole So can
we create a system around it and then experience like
we talked about with the branding and different things that
we do with our found is that if you create
experience around what you do, you can oftentimes charge two times,
three times, four times is much or more, just because
there are people that are willing to pay for an experience,
and I'm one of those.
Speaker 1 (31:48):
People or my brother Again, thank you for taking the
time to come on my show, Share your story man,
and watching it and.
Speaker 2 (31:57):
I got to get the wife on him by herself.
Speaker 1 (31:59):
Yes, yes, because her story is incredible and she has
a different story for the women and I definitely want
to know. I want to bring her all before the
event that happens in January.
Speaker 2 (32:10):
Again.
Speaker 3 (32:10):
Where is it that it's set the Atlanta Western Gwinette
right here in Gwnette County, right outside of Atlanta. Again,
more inform Mason and go to www dot tsp scale
dot com.
Speaker 2 (32:21):
Cool.
Speaker 1 (32:22):
Thank you Lamar for Conversation Masterclass.
Speaker 2 (32:25):
Appreciate it.
Speaker 1 (32:26):
This has been Money Making Conversations Masterclass with me Rashaun McDonald.
Thanks to our guess and our audience. Visit Moneymaking Conversations
dot com to listen or register to be a guest
on my show. Keep leading with your gifts, Keep winning,
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