Ruben Alvarez’ mother believed he could do anything and he is using his marketing business to prove her right.
What’s your story?
I am an Hispanic entrepreneur who grew up in a single family home. My mother always said I could do anything and I believed her.
So in business, I believe the same. Anything is possible. I worked for a manufacturer for nearly a decade, hoping for more, only to have the owner sell the business. So I started my own Marketing firm and dedicated myself to helping others create a strong brand. Our clients close deals 2x faster and charge higher prices due to their strong brand.
What excites you most about your industry?
It is always changing. It is never stagnant. In manufacturing, we see a lot of people create one product but then stop innovating. It gets boring fast.
Not in Marketing. Someone is always willing to take your client and will think of creative ways to get them. It keeps you on your toes.
The rush is amazing and really pushes my team and I to put out the best version of ourselves daily.
What drives you in business to push beyond what other people consider normal?
I know there is more I can give. I know I inspire other to do more. There are certain people only I will be able to inspire in my lifetime and due to it, their life might change.
So, I feel indebted to them. However, I really feel like I owe it to myself as well.
If I can help others, just by trying harder, I should. Right? We only get one life and so many hours. We might as well use them to the fullest.
What have been the most useful skills you have learnt and applied in your journey?
The best skill anyone can learn is how to think like others. What I mean is how they buy, why they buy, why they feel emotional about a decision.
When you can stop thinking like yourself and can have the thoughts of others in your mind, you become unstoppable.
You can speak peoples personal language. Anyone who reads that sentence and gets it, knows how to get ahead in life.
What’s the best piece of advice you ever received?
I was told once about thinking bigger. I was selling 60 of a product and making $50 commissions. Not to mention, I was happy doing this.
Then someone told me “There is someone else out there, doing the same amount of work and making $1,000 commissions. Why aren’t you?”
He was right. Stop working for less money when someone will pay you more for the same amount of work.
Who inspires you?
My family. I love seeing the good in people. Sometimes in business you need to leave your heart at the door when you check into work.
With family, you cannot do that. So I am fully present emotionally when I am around them.
I can get inspired to want to do things for others with them.
I also find inspiration in Tim Storey and his words. He always knows how to comfort and bring me back to a strong foundation.
What have you learnt recently that blew you away?
The fastest way to grow is to introduce people to each other. Everyone wants and craves a new connection. Well, a genuine connection.
You have someone in your network that would benefit from another person in your network. When you connect the dots for them, they will not only be happy about the connection, but appreciate you for brining them together.
Think of others first and they will return the favor.
If you had your time again, what would you do differently?
I would hire a sales person first. Most people do not, like myself, in the beginning due to fear or thinking they could not handle the business.
However, if you do not hire them due to those issues, when will you overcome those issues and that thinking?
Growth of your business will depend on a more and more people constantly seeking new business.
You can only do so much. Hire the sales person.
How do you unwind?
Typically I get a massage. However, recently I find that the best rest from everything is when I do things I feel I can’t or shouldn’t.
Let me explain.
During work, I feel I can’t take breaks. Or eat at the table. Stop what I’m doing and read a book for 20 minutes. I become a slave of time.
So now, If I am mid work and want a coffee, I go and get one down the street. This helps me unwind. I know that work is not controlling me. I make time for me.
What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your business?
Price is a number. People do not pay due to market comparison. They pay due to need and value.
You can change and double your price overnight. Some people might complain. However, if you offer something people really need, they will continue to buy.
If you did not, then you might have been overpriced to begin with. For example, we would pay 30K for a Toyota, but never 300K.
Change the name, add premium interiors and make it exclusive, I might pay 300K. But know what price and value to charge.
Everyone in business should read this book:
Attention Merchants by Tim W. This is the best book to know how to get the attention of the masses. This is not an advertising book or a branding book.
This is a book which will help you to create and think of bigger campaigns for your business that are not typically in your industry. It is about creating patters that disrupt current markets and bring out new leaders from it.
Shameless plug for your business:
Our clients close deals 2x faster and charge higher prices due to their strong brand.
Whether that is through a logo, website, social media management or other work, you can trust you’ll have similar results.
How can people connect with you?
Send me a direct message on Instagram @iamrubenalvarez
Social Media Links?
This interview is part of the CallumConnects series.