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Sales Training: 7 Most Valuable things to a Contractor - How to build trust - Feedbackwrench

Published on: December 6 2022 by FeedbackWrench

Sales Training: 7 Most Valuable things to a Contractor - How to build trust - Feedbackwrench

Sales Training: 7 Most Valuable things to a Contractor - How to build trust - Feedbackwrench

startTime durationTime text
00:00:01 00:00:04 hey everybody rob satcher feedback
00:00:02 00:00:05 wrench i'm here with my dad merlin
00:00:04 00:00:08 satram um
00:00:05 00:00:08 900 year veteran
00:00:08 00:00:11 ziggler the cat dealer we've just been
00:00:10 00:00:12 toking about value we got done with
00:00:11 00:00:14 that now we're going to tok about
00:00:12 00:00:16 um why don't you recap real quick the
00:00:14 00:00:17 set the these
00:00:16 00:00:19 seven levers or what did you call them
00:00:17 00:00:21 they're the same the seven
00:00:19 00:00:23 sensitivity factors of equipment
00:00:21 00:00:26 ownership and and really it's
00:00:23 00:00:28 how much of your bottom line has a
00:00:26 00:00:30 an equipment owner typically an
00:00:28 00:00:32 excavating contractor but it could be
00:00:30 00:00:34 all kinds of uses of equipment when you
00:00:32 00:00:37 buy a piece of equipment
00:00:34 00:00:38 the sensitivity that they have in other
00:00:37 00:00:41 words a one percent
00:00:38 00:00:41 change of this item like productivity or
00:00:41 00:00:44 whatever
00:00:41 00:00:46 what does that do on your bottom line so
00:00:44 00:00:48 the number one way to make more money
00:00:46 00:00:50 with a piece of machinery is to be more
00:00:48 00:00:52 productive that's number one
00:00:50 00:00:53 number two is to be up and running
00:00:52 00:00:56 availability uptime
00:00:53 00:00:58 number three is to have lower is to
00:00:56 00:01:01 lower your operating costs
00:00:58 00:01:03 number four is utilization how to how to
00:01:01 00:01:04 get more things done with one machine so
00:01:03 00:01:06 those are the really the big
00:01:04 00:01:08 four and then kind of down from there
00:01:06 00:01:11 are three more that add up to the seven
00:01:08 00:01:12 and they're more finance related more
00:01:11 00:01:16 you know dollar related
00:01:12 00:01:19 and they are resale value interest rates
00:01:16 00:01:20 and sell price so we're toking about
00:01:19 00:01:22 this because
00:01:20 00:01:23 the whole thing in whether you're a
00:01:22 00:01:24 small business owner maybe you're
00:01:23 00:01:25 watching this and you've bumped into
00:01:24 00:01:26 this maybe you're a heavy machinery
00:01:25 00:01:29 sales person
00:01:26 00:01:30 right um our goal here is for people to
00:01:29 00:01:32 get a better
00:01:30 00:01:33 we just want to share what we've learned
00:01:32 00:01:36 about
00:01:33 00:01:38 value as you know i think versus price
00:01:36 00:01:40 versus price cost because price and cost
00:01:38 00:01:42 is kind of easy and
00:01:40 00:01:43 i i do small business entrepreneurship
00:01:42 00:01:46 which is really funny
00:01:43 00:01:46 you worked for the same employee for 35
00:01:46 00:01:49 years
00:01:46 00:01:51 is that what i was saying and then a
00:01:49 00:01:54 sales manager salesman and sales manager
00:01:51 00:01:55 and uh you know oftentimes i find it
00:01:54 00:01:57 cool that we
00:01:55 00:01:59 are both calling on small businesses so
00:01:57 00:02:01 you grew up calling on government
00:01:59 00:02:02 entities and small businesses primarily
00:02:01 00:02:04 right
00:02:02 00:02:05 and then i am working with entrepreneurs
00:02:04 00:02:07 and and it's been
00:02:05 00:02:09 really cool to have so much commonality
00:02:07 00:02:10 um and arrive at the same spot i do
00:02:09 00:02:13 tiknology you did
00:02:10 00:02:14 machinery and and helped folks make more
00:02:13 00:02:16 money but
00:02:14 00:02:18 we're trying to share uh i mean how many
00:02:16 00:02:19 how many interactions or how many
00:02:18 00:02:20 machines have you have you done the math
00:02:19 00:02:22 to think through
00:02:20 00:02:25 how many machines you sold or were
00:02:22 00:02:26 included in or through your sales people
00:02:25 00:02:29 i'll share mine while you maybe think
00:02:26 00:02:31 about that i think i did the math and
00:02:29 00:02:32 i mean i probably sold four to five
00:02:31 00:02:34 thousand
00:02:32 00:02:36 laptops or computers when i was at best
00:02:34 00:02:37 buy i know that when i was at nuance
00:02:36 00:02:39 financials that was like a two and a
00:02:37 00:02:42 half year thing and i bet i ran
00:02:39 00:02:42 you know 400 meetings total and i think
00:02:42 00:02:44 we sold
00:02:42 00:02:45 we had like 150 small businesses that we
00:02:44 00:02:47 worked with
00:02:45 00:02:48 i don't know how many syncing phone
00:02:47 00:02:50 calls i've been at feedback range
00:02:48 00:02:52 because i've had two more kids and like
00:02:50 00:02:53 the business is a little intense i'm not
00:02:52 00:02:54 always aware of what's going on no i
00:02:53 00:02:56 just couldn't
00:02:54 00:02:59 um things go fast for me so i haven't
00:02:56 00:03:01 like recapped how many but it's been
00:02:59 00:03:04 i think we're approaching a hundred some
00:03:01 00:03:06 odd websites that we've done and and
00:03:04 00:03:08 uh when we pile onto the different
00:03:06 00:03:08 advertising campaigns that we've set up
00:03:08 00:03:10 and stuff it's
00:03:08 00:03:12 it's been really cool i mean how many
00:03:10 00:03:13 tractors do you think or interactions do
00:03:12 00:03:15 you think you were in you know
00:03:13 00:03:17 you really had to do about three a week
00:03:15 00:03:20 in order to make a living that
00:03:17 00:03:23 made sense um you know but
00:03:20 00:03:24 they go from thirty thousand dollar used
00:03:23 00:03:26 machines to some of our bigger
00:03:24 00:03:29 machines or the million dollars you know
00:03:26 00:03:31 so what's the biggest sale you ever had
00:03:29 00:03:33 oh well it was a package it was a
00:03:31 00:03:35 package of road building equipment
00:03:33 00:03:36 probably a four or five million dollar
00:03:35 00:03:38 package okay
00:03:36 00:03:39 and there's a lot of responsibility that
00:03:38 00:03:41 comes with that
00:03:39 00:03:43 and it was a total partnership i i
00:03:41 00:03:45 really can't claim it was me
00:03:43 00:03:48 it was a total partnership between
00:03:45 00:03:49 ziggler the resources and the customer
00:03:48 00:03:51 we've got some we've just got some
00:03:49 00:03:53 amazing customers that are some of the
00:03:51 00:03:55 best business people and
00:03:53 00:03:57 some of the some of the brightest spots
00:03:55 00:03:58 in all of the economy of minnesota
00:03:57 00:04:00 they're they're really fun to work with
00:03:58 00:04:02 it's just building your freeways it's
00:04:00 00:04:04 who's building your buildings and
00:04:02 00:04:06 and uh keeping your water clean it's the
00:04:04 00:04:08 people doing the work
00:04:06 00:04:10 that all the toking heads are speaking
00:04:08 00:04:11 about there's people who actually do
00:04:10 00:04:14 that work
00:04:11 00:04:14 build the pipelines build the sewers you
00:04:14 00:04:16 know
00:04:14 00:04:17 drill the wells these are those people
00:04:16 00:04:19 and they're
00:04:17 00:04:21 they're absolutely the best and what
00:04:19 00:04:22 would a and i just want to hit on this a
00:04:21 00:04:22 little bit so that people understand
00:04:22 00:04:25 what
00:04:22 00:04:27 so those are the big ones what's just a
00:04:25 00:04:28 good nugget sale that would kind of your
00:04:27 00:04:29 bread and butter if you're trying to get
00:04:28 00:04:32 you know
00:04:29 00:04:33 three a week going what does just a good
00:04:32 00:04:35 solid sale look like what what
00:04:33 00:04:37 what would a typical solution look like
00:04:35 00:04:38 here in and we're in the south metro
00:04:37 00:04:40 minneapolis
00:04:38 00:04:42 scott county or the twin cities what
00:04:40 00:04:44 would that look like well
00:04:42 00:04:46 when i first started there wasn't very
00:04:44 00:04:47 many machines caterpillar made we made a
00:04:46 00:04:49 small line of bulldozers
00:04:47 00:04:51 and and a few other machines most of
00:04:49 00:04:52 everything that we ended up selling
00:04:51 00:04:54 towards the end
00:04:52 00:04:56 were products that weren't even
00:04:54 00:04:58 available and and the broader
00:04:56 00:05:01 caterpillars product line got
00:04:58 00:05:02 to the small end the more customers that
00:05:01 00:05:04 were involved
00:05:02 00:05:05 and at the end we were selling utvs and
00:05:04 00:05:08 skid steers and
00:05:05 00:05:09 massey ferguson garden tractors so
00:05:08 00:05:11 everyone could buy one
00:05:09 00:05:12 if you can buy a a car you could buy
00:05:11 00:05:15 what we sold so
00:05:12 00:05:18 it got to be where first we were selling
00:05:15 00:05:20 bulldozers and loaders and
00:05:18 00:05:21 excavators that hardly anybody ever
00:05:20 00:05:24 owned you know a few contractors
00:05:21 00:05:25 to something everybody could own so at
00:05:24 00:05:28 the end
00:05:25 00:05:30 um you know a a track
00:05:28 00:05:31 compact track loader skid steer type of
00:05:30 00:05:34 machine
00:05:31 00:05:37 you know a 60 70 000 sale
00:05:34 00:05:38 you know we had salesmen that would do
00:05:37 00:05:41 four or five
00:05:38 00:05:43 of those a week and uh i'm sure
00:05:41 00:05:45 you know the bobcat dealers and the case
00:05:43 00:05:46 dealers and those guys this is what they
00:05:45 00:05:47 do every day they probably do three a
00:05:46 00:05:49 day
00:05:47 00:05:50 yeah you know those guys are amazing
00:05:49 00:05:51 that's what they do that's what they've
00:05:50 00:05:53 always done
00:05:51 00:05:55 and so we realized that that's on you
00:05:53 00:05:56 you're just being that knobs but what we
00:05:55 00:05:58 realized what caterpillar realized in
00:05:56 00:06:01 order in order for
00:05:58 00:06:02 for in order to grow you have to get
00:06:01 00:06:04 into more things and
00:06:02 00:06:06 and that's a concept if you're not
00:06:04 00:06:10 constantly seeking
00:06:06 00:06:11 growth you're going to go backwards
00:06:10 00:06:13 and so whether it was ziggler or
00:06:11 00:06:14 caterpillar or anybody
00:06:13 00:06:16 you need to be thinking about what's my
00:06:14 00:06:18 next step
00:06:16 00:06:19 because the world's moving i used to say
00:06:18 00:06:20 the world's moving five miles an hour if
00:06:19 00:06:22 you're not
00:06:20 00:06:23 going 10 you're going backwards so you
00:06:22 00:06:25 can't
00:06:23 00:06:27 be an entrepreneur and just i'm going to
00:06:25 00:06:28 do this and that's all i'm going to do
00:06:27 00:06:30 you need to have a growth plan and you
00:06:28 00:06:32 need to have a realistik approach to how
00:06:30 00:06:35 am i going to continue to get
00:06:32 00:06:38 better not necessarily bigger
00:06:35 00:06:39 but to grow so that you don't go
00:06:38 00:06:41 backwards it might be revenue it might
00:06:39 00:06:42 be gross profit it might be number of
00:06:41 00:06:45 customers it might be
00:06:42 00:06:46 different products you have to have that
00:06:45 00:06:48 mindset or you
00:06:46 00:06:49 it's just what i saw in 35 years people
00:06:48 00:06:51 who refused to grow
00:06:49 00:06:52 went out of business yeah now the reason
00:06:51 00:06:53 why i wanted to tok on
00:06:52 00:06:56 on this episode we were toking about
00:06:53 00:06:59 those seven lovers are
00:06:56 00:07:01 seven sensitive sensitivity factors um
00:06:59 00:07:03 and these are seven things that are
00:07:01 00:07:04 value points for a heavy
00:07:03 00:07:06 in heavy machinery but i think it's
00:07:04 00:07:07 applicable pretty much everywhere it's
00:07:06 00:07:09 it's
00:07:07 00:07:10 truly works for anyone whether it's a
00:07:09 00:07:11 product or a service i think there's a
00:07:10 00:07:14 translation there but
00:07:11 00:07:15 you know this idea of okay we want to
00:07:14 00:07:18 help people
00:07:15 00:07:18 be good sales people how do you be a
00:07:18 00:07:21 good
00:07:18 00:07:22 guide to help uncover those things to
00:07:21 00:07:24 help
00:07:22 00:07:25 shine light maybe do a little teaching
00:07:24 00:07:28 back and forth with
00:07:25 00:07:29 with your prospect knowing that they
00:07:28 00:07:31 have these things that
00:07:29 00:07:32 probably these are important to them but
00:07:31 00:07:34 they usually start out and
00:07:32 00:07:36 it might not be important to them right
00:07:34 00:07:38 away i i keep bringing this up for
00:07:36 00:07:39 folks when you have a website you always
00:07:38 00:07:41 need to make sure that you
00:07:39 00:07:43 balance this idea of you don't want to
00:07:41 00:07:45 be too fancy
00:07:43 00:07:46 and all that is is if you give this look
00:07:45 00:07:50 that you're
00:07:46 00:07:51 expensive people are super cynical when
00:07:50 00:07:52 they first start out
00:07:51 00:07:55 it's within the context of a
00:07:52 00:07:57 relationship and trust once the trust
00:07:55 00:07:59 has been built a little bit
00:07:57 00:08:01 and i think that that giving
00:07:59 00:08:03 authoritative content on your website
00:08:01 00:08:05 creating podcasts doing videos so that
00:08:03 00:08:06 and helping people solve problems you
00:08:05 00:08:09 know you mentioned that the
00:08:06 00:08:10 the better sales people would ultimately
00:08:09 00:08:12 be like the best
00:08:10 00:08:13 employee of a contractor you're going to
00:08:12 00:08:14 go in find out all the problems they
00:08:13 00:08:17 have and
00:08:14 00:08:18 assign them hopefully propose a solution
00:08:17 00:08:21 that'll make them more
00:08:18 00:08:22 money um so they're they're trying to be
00:08:21 00:08:24 as valuable as possible and yet if
00:08:22 00:08:27 something's not valuable to something
00:08:24 00:08:28 somebody like as you're toking about
00:08:27 00:08:30 that
00:08:28 00:08:32 there's a process that has to happen you
00:08:30 00:08:33 have to kind of earn the right and
00:08:32 00:08:34 there's this this back and forth i think
00:08:33 00:08:36 that needs to happen what
00:08:34 00:08:37 what what thoughts come up as we push
00:08:36 00:08:39 into that we don't want to we don't want
00:08:37 00:08:42 to be too pushy
00:08:39 00:08:43 and yet it's probably there but the back
00:08:42 00:08:45 and forth you know
00:08:43 00:08:47 assuming marketing or some way you've
00:08:45 00:08:51 discovered that there's a need
00:08:47 00:08:53 some end user customer whatever
00:08:51 00:08:55 has a need and they've engaged you or
00:08:53 00:08:57 you've engaged them
00:08:55 00:08:59 so now it's a matter of listening it's a
00:08:57 00:09:00 matter of asking enough
00:08:59 00:09:03 questions so you can find out really
00:09:00 00:09:06 what what their challenge is
00:09:03 00:09:08 and and it and then and then bringing
00:09:06 00:09:10 the best solution to it
00:09:08 00:09:12 typically we think of sales people if
00:09:10 00:09:14 you hear somebody yak yak yeah yeah
00:09:12 00:09:15 you're oh you'd be a good salespeople
00:09:14 00:09:18 person now you'd be a terrible sales
00:09:15 00:09:20 person and shut up
00:09:18 00:09:22 the person who listens and is a little
00:09:20 00:09:24 contemplative about
00:09:22 00:09:26 life and about situations they're the
00:09:24 00:09:28 people you want to have me on your side
00:09:26 00:09:30 you know that you want them to be fun
00:09:28 00:09:33 and engaging and pleasant to be around
00:09:30 00:09:35 and uh not a hot mess you want to like
00:09:33 00:09:36 them you want to be likable
00:09:35 00:09:38 you have to be likable yes you don't
00:09:36 00:09:39 want to depend on being likable if you
00:09:38 00:09:41 just slink around and try and be the
00:09:39 00:09:42 most likable guy in the room i think
00:09:41 00:09:44 you're going to sell price and you're
00:09:42 00:09:44 going to be i don't know there's
00:09:44 00:09:46 something
00:09:44 00:09:48 we've all heard the adage gave us one
00:09:46 00:09:50 mouth and two ears and that's the
00:09:48 00:09:51 proportion in which you should use them
00:09:50 00:09:53 and yet there's a one-two punch too i
00:09:51 00:09:54 think don't you think that there's kind
00:09:53 00:09:56 of a
00:09:54 00:09:58 i think there's a combination of asking
00:09:56 00:10:00 great questions
00:09:58 00:10:01 listening to them and then i always
00:10:00 00:10:03 think there's this quick
00:10:01 00:10:05 presentation of well here's some
00:10:03 00:10:06 problems that i mean do you have this
00:10:05 00:10:08 problem do you have this
00:10:06 00:10:09 problem yeah um here's a solution we
00:10:08 00:10:10 usually see do you like the idea of that
00:10:09 00:10:12 why or why not
00:10:10 00:10:14 and it's usually like so it's a question
00:10:12 00:10:15 them tok a little quick
00:10:14 00:10:17 one-two punch of a little presentation
00:10:15 00:10:18 with your lots of listening when people
00:10:17 00:10:20 buy things
00:10:18 00:10:21 online look at look at all the the
00:10:20 00:10:23 information they're looking for
00:10:21 00:10:24 so yeah you want to give them the
00:10:23 00:10:26 information that they need
00:10:24 00:10:29 not just the information you think is
00:10:26 00:10:30 cool but information they need to hear
00:10:29 00:10:32 and digitally and partikularly you get
00:10:30 00:10:33 search people ask a question that's why
00:10:32 00:10:35 i think
00:10:33 00:10:37 just a quick ad a little punch while we
00:10:35 00:10:38 do paid search advertising why in the
00:10:37 00:10:42 world would you search
00:10:38 00:10:44 how to amend my tax return in minnesota
00:10:42 00:10:45 well dog got it some business owner did
00:10:44 00:10:48 it wrong
00:10:45 00:10:48 right how to amend an 1120s somebody did
00:10:48 00:10:51 it wrong
00:10:48 00:10:52 that's why they did it so what's cool
00:10:51 00:10:54 about search is you can kind of identify
00:10:52 00:10:56 that's right search with retargeting and
00:10:54 00:10:57 good solutions on your website with good
00:10:56 00:10:59 content
00:10:57 00:11:00 keeps going but uh yeah so great
00:10:59 00:11:02 listening little presents if you're a
00:11:00 00:11:03 salesman with those kind of references
00:11:02 00:11:06 historically
00:11:03 00:11:09 through your experience that you can
00:11:06 00:11:10 you can avoid all these paths of with
00:11:09 00:11:11 brambles on them
00:11:10 00:11:14 thorns and you can bring them down this
00:11:11 00:11:16 path that's a gift to the
00:11:14 00:11:17 customer and and they but you can't do
00:11:16 00:11:20 that without trust you
00:11:17 00:11:23 first have to be they have to trust you
00:11:20 00:11:24 so what are some things that help build
00:11:23 00:11:26 trust like
00:11:24 00:11:28 a lot of these folks are having you know
00:11:26 00:11:29 they're doing maybe a lead comes through
00:11:28 00:11:32 on the internet right or or you go
00:11:29 00:11:33 proactively call on somebody right
00:11:32 00:11:35 let's just go look at our youtube
00:11:33 00:11:37 channel our website we got all sorts of
00:11:35 00:11:38 ideas to percolate and get in front of
00:11:37 00:11:40 people but
00:11:38 00:11:42 tok to me about how does the first
00:11:40 00:11:44 little layers of trust
00:11:42 00:11:45 happen from your perspective well i
00:11:44 00:11:47 think the first one is character and you
00:11:45 00:11:48 need to just ask yourself
00:11:47 00:11:50 uh is my motivation to do this something
00:11:48 00:11:52 i tell my grandma about
00:11:50 00:11:53 you know am i do i have character are
00:11:52 00:11:55 you worthy of trust
00:11:53 00:11:57 yeah exactly character is really who you
00:11:55 00:11:59 are when nobody's watching and if you're
00:11:57 00:12:02 proud of that then go sell yourself and
00:11:59 00:12:02 that'll be good um and so and then then
00:12:02 00:12:05 the
00:12:02 00:12:08 it's really like you said you got to be
00:12:05 00:12:10 likable you can't go in there and build
00:12:08 00:12:11 or tear down trust immediately because
00:12:10 00:12:12 you're rude or
00:12:11 00:12:14 you're not respect you need to be
00:12:12 00:12:17 respectful of them um
00:12:14 00:12:19 and in all the ways it's you know dress
00:12:17 00:12:20 dress at least one notch higher than
00:12:19 00:12:22 they dress
00:12:20 00:12:23 um don't come in there with a suit and
00:12:22 00:12:25 tie on if that's
00:12:23 00:12:28 inappropriate but don't come with you
00:12:25 00:12:30 know looking like a bum either
00:12:28 00:12:31 you want to look you want to treat that
00:12:30 00:12:34 you want to have your equipment
00:12:31 00:12:35 and and your car and truck and yourself
00:12:34 00:12:36 and your clothes
00:12:35 00:12:38 look like somebody they'd want to put
00:12:36 00:12:41 their money in and so
00:12:38 00:12:43 you have to do that but then really it's
00:12:41 00:12:45 it's uh
00:12:43 00:12:46 do what you say you're going to do and
00:12:45 00:12:48 do it you
00:12:46 00:12:50 you mentioned i can't remember was the
00:12:48 00:12:52 last one or this one but delight
00:12:50 00:12:53 one of our mission statements where i
00:12:52 00:12:55 worked was
00:12:53 00:12:57 to satisfy customers with innovative
00:12:55 00:12:58 solutions it always bothered me a little
00:12:57 00:13:01 bit because it's like
00:12:58 00:13:02 well a lot of people can satisfy you how
00:13:01 00:13:04 about delight you
00:13:02 00:13:06 how about give you more than you paid
00:13:04 00:13:08 for yeah how about
00:13:06 00:13:09 we as sales people doing more than we
00:13:08 00:13:12 get paid for
00:13:09 00:13:12 and that i think is i've heard you tok
00:13:12 00:13:15 with your
00:13:12 00:13:16 with your uh customers that you've
00:13:15 00:13:19 interviewed
00:13:16 00:13:21 you guys have toked about doing a
00:13:19 00:13:23 one for free yeah you know we do dem we
00:13:21 00:13:24 used to do demonstrations
00:13:23 00:13:26 let a guy have a machine that's worth
00:13:24 00:13:29 1500 to 2 000
00:13:26 00:13:32 a day for nothing to to make money with
00:13:29 00:13:33 but so that we could prove that it was
00:13:32 00:13:35 worth it
00:13:33 00:13:38 and we did a lot of that so so you got
00:13:35 00:13:40 to do what you say you're going to do
00:13:38 00:13:41 and then keep the customer informed uh
00:13:40 00:13:45 we toked about that
00:13:41 00:13:46 before but customers don't want
00:13:45 00:13:49 surprises they they want to
00:13:46 00:13:51 they wanna know when my paint is gonna
00:13:49 00:13:54 be applied when my roof is coming
00:13:51 00:13:56 they wanna know when i can expect um
00:13:54 00:13:57 you know simple little things like just
00:13:56 00:13:58 exactly let them know hey they've got
00:13:57 00:14:00 schedules they wanna keep
00:13:58 00:14:02 they got kids they wanna have babysat
00:14:00 00:14:04 they they got to be there
00:14:02 00:14:06 to answer the door these are all these
00:14:04 00:14:07 are all challenges and big issues if you
00:14:06 00:14:08 don't keep
00:14:07 00:14:10 a breath now there's a lot of things you
00:14:08 00:14:12 can't control you know whether being one
00:14:10 00:14:14 um some of the products availability and
00:14:12 00:14:17 prices but do your best
00:14:14 00:14:17 yep and don't make it an excuse make it
00:14:17 00:14:21 a reality
00:14:17 00:14:23 yeah nobody wants to have excuses but
00:14:21 00:14:24 you know given the price of lumber this
00:14:23 00:14:26 is what's going to happen there's an ad
00:14:24 00:14:28 one of the radio podcast or the podcast
00:14:26 00:14:31 i like to listen to there's a contractor
00:14:28 00:14:33 that says lumber prices have skyrocketed
00:14:31 00:14:35 but here's our guarantee when they go
00:14:33 00:14:36 down we will make that right with you
00:14:35 00:14:37 that's cool
00:14:36 00:14:40 they'll lower their their proposal you
00:14:37 00:14:42 know i listen to patrick lencioni
00:14:40 00:14:43 patrick lencioni at the global
00:14:42 00:14:44 leadership summit a thing that you and i
00:14:43 00:14:46 have
00:14:44 00:14:47 we've gotten all sorts of them and in
00:14:46 00:14:49 his book
00:14:47 00:14:51 naked which was about vulnerability
00:14:49 00:14:53 there's just this whole idea of like
00:14:51 00:14:55 don't fake it till you make it right um
00:14:53 00:14:56 but he mentioned in there as a
00:14:55 00:14:58 consultant that one of the things that
00:14:56 00:14:59 he embraced and he encourages other
00:14:58 00:15:03 people to do is
00:14:59 00:15:06 you know go in and just add value don't
00:15:03 00:15:07 be so concerned about like oh i'm giving
00:15:06 00:15:10 away
00:15:07 00:15:13 free time and free advice like
00:15:10 00:15:16 when you said that a salesman from
00:15:13 00:15:19 ziggler their goal is to ultimately be
00:15:16 00:15:20 the best employee or a great employee of
00:15:19 00:15:22 that contractor by
00:15:20 00:15:23 finding their problems and bringing a
00:15:22 00:15:25 solution right in a way it's almost like
00:15:23 00:15:27 an acquisition specialist right that's
00:15:25 00:15:29 going to solve problems
00:15:27 00:15:30 what i've found and i've you know it's
00:15:29 00:15:33 been two businesses and
00:15:30 00:15:34 i i've done it every time both
00:15:33 00:15:35 businesses almost every conversation i
00:15:34 00:15:37 have
00:15:35 00:15:40 be open-handed with the way that you
00:15:37 00:15:42 just solve problems for people
00:15:40 00:15:43 you don't always happen you don't need
00:15:42 00:15:46 to force
00:15:43 00:15:47 ah it's going to be an hourly rate you
00:15:46 00:15:50 will get fed
00:15:47 00:15:50 it will happen partikularly if you work
00:15:50 00:15:53 hard at
00:15:50 00:15:55 creating a value-based margin-based
00:15:53 00:15:56 relational based
00:15:55 00:15:58 solution in some way shape or form that
00:15:56 00:15:59 you can live on like and there's a lot
00:15:58 00:16:01 that goes into that as a small business
00:15:59 00:16:03 that's probably the biggest challenge i
00:16:01 00:16:07 have right now is what
00:16:03 00:16:08 amount of xyz service at xyz frequency
00:16:07 00:16:11 at what partikular
00:16:08 00:16:12 price ought we to provide right that's
00:16:11 00:16:15 not an easy thing to understand but
00:16:12 00:16:17 i think that every business owner right
00:16:15 00:16:18 now or anybody who's in sales trying to
00:16:17 00:16:21 do b2b sales
00:16:18 00:16:23 in partikular if you are just generous
00:16:21 00:16:24 with the amount of information you give
00:16:23 00:16:27 away
00:16:24 00:16:29 on your website in a conversation
00:16:27 00:16:30 just add value to folks i think that
00:16:29 00:16:33 that
00:16:30 00:16:34 really turns the tide and helps you win
00:16:33 00:16:36 trust because
00:16:34 00:16:37 ultimately you're showing that it's not
00:16:36 00:16:40 about you
00:16:37 00:16:41 right now our values that i've concocted
00:16:40 00:16:43 and i did this at nuance and i've just
00:16:41 00:16:44 carried them they're not mine they're
00:16:43 00:16:47 not theirs
00:16:44 00:16:49 to be trustworthy competent enjoyable
00:16:47 00:16:50 and rigorous and in trustworthiness was
00:16:49 00:16:52 this relentless
00:16:50 00:16:54 pursuit of my client's best interest and
00:16:52 00:16:57 when i think of what that relentless
00:16:54 00:16:58 relentlessness that's a weird word what
00:16:57 00:17:00 that actually means to me is that you
00:16:58 00:17:03 know what i'm not worried about it
00:17:00 00:17:03 if when we're done you're better that's
00:17:03 00:17:06 my goal
00:17:03 00:17:07 right and i think that as i do that then
00:17:06 00:17:09 i build more credibility we're sitting
00:17:07 00:17:11 at 71 we're about to have probably 78
00:17:09 00:17:14 five star reviews
00:17:11 00:17:15 we've built tons of websites and it's
00:17:14 00:17:17 because we're just helping people
00:17:15 00:17:19 so i think that one way that you can
00:17:17 00:17:21 earn trust is that if you ever get an
00:17:19 00:17:22 opportunity to actually engage with
00:17:21 00:17:25 someone
00:17:22 00:17:27 got it be helpful don't make it about
00:17:25 00:17:29 you and trying to close that sale
00:17:27 00:17:30 make it about you and understanding what
00:17:29 00:17:32 their problems are i like
00:17:30 00:17:34 really broad questions so what are you
00:17:32 00:17:35 working on big right now like
00:17:34 00:17:37 so what's like the big rock that you're
00:17:35 00:17:38 pushing uphill yeah those are great
00:17:37 00:17:40 questions
00:17:38 00:17:42 it focuses on them i always appreciated
00:17:40 00:17:45 that the owners of ziggler
00:17:42 00:17:47 always you know kind of pushed down to
00:17:45 00:17:50 us and believed and lived it out that
00:17:47 00:17:51 if it's in our customers best interests
00:17:50 00:17:54 it will eventually be in ziggler
00:17:51 00:17:55 amen absolutely we didn't ever have to
00:17:54 00:17:57 worry
00:17:55 00:18:00 you know and because of that philosophy
00:17:57 00:18:02 it also pushed the decision making down
00:18:00 00:18:03 to the lowest level where it could be
00:18:02 00:18:06 dealt with
00:18:03 00:18:08 because we all knew that satisfying a
00:18:06 00:18:10 customer
00:18:08 00:18:12 if if we did if we lived up to our
00:18:10 00:18:14 mission statement
00:18:12 00:18:16 we were okay and so rather than all the
00:18:14 00:18:19 vice presidents making all the decisions
00:18:16 00:18:21 uh i almost always asked my salesman
00:18:19 00:18:23 what do you want to do
00:18:21 00:18:24 and because that's how i learned it yeah
00:18:23 00:18:26 and if they didn't have a solution they
00:18:24 00:18:27 need to go back and go do some more
00:18:26 00:18:30 homework so part of this is getting down
00:18:27 00:18:32 to are you worthy of trust right this is
00:18:30 00:18:33 integrity integrity and are you worthy
00:18:32 00:18:37 of trust
00:18:33 00:18:40 and and i think spending time
00:18:37 00:18:42 concocting your mission your purpose
00:18:40 00:18:44 your values and then your strategic
00:18:42 00:18:46 intent maybe we hit on that real quick
00:18:44 00:18:47 you know your values are what you want
00:18:46 00:18:50 to exude it's it's
00:18:47 00:18:51 what you want to see in your life it's
00:18:50 00:18:53 what you want to see in the lives of
00:18:51 00:18:56 your employees and the outcomes in their
00:18:53 00:18:57 lives as they serve customers right yeah
00:18:56 00:18:58 or as they operate
00:18:57 00:19:00 i think there's always two sides to
00:18:58 00:19:01 values how do you do that to your your
00:19:00 00:19:03 customer
00:19:01 00:19:05 and then how do you operate internally
00:19:03 00:19:07 um
00:19:05 00:19:08 two or three don't do 20. don't do
00:19:07 00:19:10 nothing that's right
00:19:08 00:19:12 that's a good point you bring up rob i
00:19:10 00:19:13 mean really as a as a small business you
00:19:12 00:19:15 ought to write down
00:19:13 00:19:17 what your values are and then you
00:19:15 00:19:18 probably ask you ask your customers hey
00:19:17 00:19:19 what do you think my top three values
00:19:18 00:19:21 are
00:19:19 00:19:22 they'll tell you and if you say it's
00:19:21 00:19:24 family and you
00:19:22 00:19:25 they never ever see you taking care of
00:19:24 00:19:28 your family
00:19:25 00:19:30 um it's not family and so your your
00:19:28 00:19:31 values
00:19:30 00:19:33 you can say them but you better live
00:19:31 00:19:36 them out mine is street cred
00:19:33 00:19:39 [Laughter]
00:19:36 00:19:40 yeah well integrity was one at ziggler
00:19:39 00:19:42 and uh
00:19:40 00:19:43 i tell you what we were always better
00:19:42 00:19:45 off you never lie to a customer you
00:19:43 00:19:47 don't have to tell them everything
00:19:45 00:19:48 but you don't lie to them yeah and be
00:19:47 00:19:50 and you and then you
00:19:48 00:19:52 just think about that when you don't lie
00:19:50 00:19:53 to customers you're never having to keep
00:19:52 00:19:55 a list of the lies you told
00:19:53 00:19:57 you're never having to worry about that
00:19:55 00:19:57 shadow coming over you and darkening
00:19:57 00:19:59 your doorstep
00:19:57 00:20:02 you don't have to worry about it yep and
00:19:59 00:20:03 so being upfront and truthful was cut
00:20:02 00:20:04 with customers
00:20:03 00:20:06 and they don't really want to hear how
00:20:04 00:20:09 the sausage is made so you know
00:20:06 00:20:10 all the stupid details but keep them
00:20:09 00:20:13 informed
00:20:10 00:20:15 and i i just learned the hard way
00:20:13 00:20:17 that they're better off knowing the
00:20:15 00:20:20 reality we had a
00:20:17 00:20:22 third party trucker break down
00:20:20 00:20:24 and we didn't get a machine there on
00:20:22 00:20:27 time and there was a crew standing there
00:20:24 00:20:28 and we we take a lot of heat for it but
00:20:27 00:20:31 you know what
00:20:28 00:20:33 that trucker worked for us and i can
00:20:31 00:20:35 blame it on that trucker all i want
00:20:33 00:20:36 we didn't get that machine delivered and
00:20:35 00:20:38 so i had to be str you know you got to
00:20:36 00:20:40 be straight up with customer ownership
00:20:38 00:20:42 that's right you know i think ownership
00:20:40 00:20:43 of the problems so there's a weird
00:20:42 00:20:45 balance there one is
00:20:43 00:20:46 you do want to inform reality like well
00:20:45 00:20:48 there's a third-party trucker but
00:20:46 00:20:50 ultimately it's me and i'll yeah
00:20:48 00:20:51 you know what i had a customer um god i
00:20:50 00:20:54 gotta think about the details
00:20:51 00:20:56 but it was basically like you know what
00:20:54 00:20:59 well i know what it was i landed a
00:20:56 00:21:01 a good bigger client and
00:20:59 00:21:03 we were so used to working with all
00:21:01 00:21:05 these smaller organizations
00:21:03 00:21:07 they were a little bit bigger and they
00:21:05 00:21:12 they had multiple employees and
00:21:07 00:21:14 i set a vague process so they were like
00:21:12 00:21:15 wait a minute can you do i don't know if
00:21:14 00:21:16 you're a good solution because you
00:21:15 00:21:18 didn't have our launch pad
00:21:16 00:21:20 you know our launch plan and our this
00:21:18 00:21:22 and that sure well what are we going to
00:21:20 00:21:23 do and and all of a sudden
00:21:22 00:21:25 we had to regroup and kind of come
00:21:23 00:21:27 forward and be like you know what
00:21:25 00:21:29 i really screwed the pooch here we
00:21:27 00:21:30 didn't establish our good system in fact
00:21:29 00:21:32 it's because we're always working with
00:21:30 00:21:33 these little guys we're just hustling
00:21:32 00:21:35 hard and and
00:21:33 00:21:36 we don't have a formal communication of
00:21:35 00:21:39 where you are in the process
00:21:36 00:21:40 i'm sorry about that so we regrouped we
00:21:39 00:21:41 tried to put together some tools so that
00:21:40 00:21:42 we could communicate that and they were
00:21:41 00:21:43 about to
00:21:42 00:21:45 i was about to have to write a big check
00:21:43 00:21:46 i've never had to do a refund i was
00:21:45 00:21:48 about to do a
00:21:46 00:21:49 big refund i wasn't really excited about
00:21:48 00:21:51 it and
00:21:49 00:21:52 uh but by taking ownership of that
00:21:51 00:21:54 problem i think they're great cuss
00:21:52 00:21:56 they're actually doing more with us
00:21:54 00:21:58 this next week um and we're going to be
00:21:56 00:22:01 able to help them a ton
00:21:58 00:22:01 it's but taking ownership of a problem
00:22:01 00:22:03 is
00:22:01 00:22:06 so important and realizing that the but
00:22:03 00:22:08 the buck stops with you right
00:22:06 00:22:09 and you mentioned the earlier podcast
00:22:08 00:22:10 that
00:22:09 00:22:12 when a customer comes to you with a
00:22:10 00:22:14 problem that's it's actually
00:22:12 00:22:16 great because they're not just if they
00:22:14 00:22:18 just dip out on you
00:22:16 00:22:19 like cancel the credit card redo the
00:22:18 00:22:20 credit card
00:22:19 00:22:22 you know whatever that is and they're
00:22:20 00:22:24 just trying to avoid you and get that's
00:22:22 00:22:25 terrible but when they come to you what
00:22:24 00:22:28 did you mention
00:22:25 00:22:30 they want your solution from you
00:22:28 00:22:32 make it right they want to continue they
00:22:30 00:22:35 want to continue to do business with you
00:22:32 00:22:37 yeah when it goes well they like that
00:22:35 00:22:39 so i think ownership of the entire
00:22:37 00:22:40 situation
00:22:39 00:22:42 helps you build trust i think that
00:22:40 00:22:44 asking gen you know backing way up so
00:22:42 00:22:46 this is kind of deep into the trust
00:22:44 00:22:47 situation right this is all mindset
00:22:46 00:22:48 stuff and hopefully just listening to
00:22:47 00:22:50 this folks
00:22:48 00:22:51 helps you this is just from experience
00:22:50 00:22:52 we know that if you don't do these
00:22:51 00:22:54 things
00:22:52 00:22:56 you don't take ownership of a situation
00:22:54 00:22:57 or ownership there's also
00:22:56 00:23:00 what i call kind of that first i think
00:22:57 00:23:02 this is like a bill hybel's thing this
00:23:00 00:23:04 first class service ownership like the
00:23:02 00:23:06 whole idea of
00:23:04 00:23:08 you owe it to your prospect to follow up
00:23:06 00:23:10 with them
00:23:08 00:23:12 you owe it to them to send them the
00:23:10 00:23:13 prompt reminder you owe it to them to
00:23:12 00:23:15 give them the reminder the day before
00:23:13 00:23:19 the week before the month before
00:23:15 00:23:19 it's not on them and you do them a
00:23:19 00:23:22 disservice
00:23:19 00:23:24 i always tell folks when whatever it is
00:23:22 00:23:25 gently follow up with them even if
00:23:24 00:23:27 you've had people you've you know i have
00:23:25 00:23:29 a lot of people in my pipeline
00:23:27 00:23:31 that i'm always just gently touching on
00:23:29 00:23:33 say hey gentle reminder
00:23:31 00:23:35 we like your business i know you haven't
00:23:33 00:23:36 chosen us yet but if you haven't chosen
00:23:35 00:23:37 yet i you know we want to do this
00:23:36 00:23:38 because i get a lot of people that are
00:23:37 00:23:40 kind of like oh i want to do this but
00:23:38 00:23:43 we'll see if we do it
00:23:40 00:23:45 um so i i think that that's valuable
00:23:43 00:23:47 when when you're working with this
00:23:45 00:23:49 ownership of it's not
00:23:47 00:23:50 up to them like send them the calendar
00:23:49 00:23:53 invite make life
00:23:50 00:23:54 easy for them for crying out loud that
00:23:53 00:23:57 you hit on make life easy for them
00:23:54 00:24:00 their lives are filled of filled up with
00:23:57 00:24:02 all the stresses of um well you go
00:24:00 00:24:03 through certain stresses running this
00:24:02 00:24:05 kind of a business
00:24:03 00:24:06 boy if you're if you're a landscaper or
00:24:05 00:24:09 a
00:24:06 00:24:10 welder you know if if you've got a small
00:24:09 00:24:13 business where you've got
00:24:10 00:24:17 physical things that can go wrong
00:24:13 00:24:20 and ruin houses and ruin equipment
00:24:17 00:24:20 and hurt people a lot of stresses on you
00:24:20 00:24:21 so
00:24:20 00:24:24 i've heard you say it in some of your
00:24:21 00:24:24 other podcasts make their life easy for
00:24:24 00:24:27 them
00:24:24 00:24:28 and i think that we had one big customer
00:24:27 00:24:31 that
00:24:28 00:24:32 was a huge landscape provider and he did
00:24:31 00:24:35 business with us
00:24:32 00:24:36 because he said ziggler makes the yuck
00:24:35 00:24:38 go away
00:24:36 00:24:40 and he had competitive brands and
00:24:38 00:24:42 everything was a hassle and
00:24:40 00:24:43 um we made the yuck go away you know if
00:24:42 00:24:45 you're listening to this and you're one
00:24:43 00:24:46 of these accountants so i do a ton of
00:24:45 00:24:47 work with accountants just because i
00:24:46 00:24:49 built an accounting firm and i think
00:24:47 00:24:50 they did a really good job but
00:24:49 00:24:52 you know the whole idea i always tell
00:24:50 00:24:53 people that the three core things that a
00:24:52 00:24:56 business owner wants is one
00:24:53 00:24:57 every red-blooded american wants to keep
00:24:56 00:24:59 more of their money
00:24:57 00:25:01 even if they've got a little even if
00:24:59 00:25:02 they're a little uh a little bit of a
00:25:01 00:25:03 commie
00:25:02 00:25:05 i don't know any but i think i've heard
00:25:03 00:25:07 you say that the the left doesn't
00:25:05 00:25:09 voluntarily pay more taxes
00:25:07 00:25:10 nobody like you know what round up i'll
00:25:09 00:25:11 just pay you know what i'll here's a
00:25:10 00:25:13 check
00:25:11 00:25:14 i don't need it i entrust the government
00:25:13 00:25:16 so much
00:25:14 00:25:18 none of them so they all want to save in
00:25:16 00:25:20 taxes they all want just
00:25:18 00:25:22 make my life easy right so the fact that
00:25:20 00:25:22 you're saying that my second value prop
00:25:22 00:25:24 is
00:25:22 00:25:25 i say it there's different layers to
00:25:24 00:25:27 that onion
00:25:25 00:25:28 be a staff alternative because then you
00:25:27 00:25:30 get into the mathematikal game of well
00:25:28 00:25:31 what are you going to do if you don't go
00:25:30 00:25:32 with me
00:25:31 00:25:33 you're eventually going to i know where
00:25:32 00:25:34 this goes you're going to hire a patty
00:25:33 00:25:35 part-timer and you're going to pay her
00:25:34 00:25:36 22
00:25:35 00:25:39 an hour and you're going to have her
00:25:36 00:25:39 three days a week um so
00:25:40 00:25:46 and uh but this idea of if you just
00:25:43 00:25:47 make it easy right and then the third
00:25:46 00:25:49 thing is i'm gonna do it well
00:25:47 00:25:50 we're gonna keep you compliant so saving
00:25:49 00:25:52 taxes
00:25:50 00:25:54 um make their life easy save them time
00:25:52 00:25:55 but just do it all for them i'd
00:25:54 00:25:57 get the monkey off their back for
00:25:55 00:25:59 chronology we always tok about
00:25:57 00:26:01 when you're a leader or a manager
00:25:59 00:26:02 there's monkeys there's problems there's
00:26:01 00:26:04 a thing on your back that you're dealing
00:26:02 00:26:06 with and good managers and leaders know
00:26:04 00:26:07 how to empower other employees to handle
00:26:06 00:26:08 those
00:26:07 00:26:10 but if you walk up to a business owner
00:26:08 00:26:12 that's got that accountant
00:26:10 00:26:13 monkey on their back the tax monkey on
00:26:12 00:26:15 their back they're also trying to make
00:26:13 00:26:16 sales calls they're also trying to get
00:26:15 00:26:17 their windows laptop they should've
00:26:16 00:26:19 bought a mac
00:26:17 00:26:21 to work like there's a lot if you can go
00:26:19 00:26:23 up and go hey
00:26:21 00:26:24 1000 bucks this month i'll take that off
00:26:23 00:26:26 and you don't ever have to worry about
00:26:24 00:26:28 make the yuck go away that's huge
00:26:26 00:26:30 i'd like to take the monkey off the back
00:26:28 00:26:32 one of the managerial
00:26:30 00:26:34 books i read was the blanchard thing
00:26:32 00:26:36 yeah it's like you don't want any
00:26:34 00:26:37 monkeys to come into your office in fact
00:26:36 00:26:38 when that person leaves you want to send
00:26:37 00:26:40 some monkeys with them
00:26:38 00:26:42 yep but but you you mentioned competence
00:26:40 00:26:44 and i think that's a key
00:26:42 00:26:45 in those seven factors that isn't in
00:26:44 00:26:48 there each one of those
00:26:45 00:26:50 areas has competence how good at you are
00:26:48 00:26:54 doing what you're doing
00:26:50 00:26:57 and competence is a subset of risk
00:26:54 00:26:58 and the phrase i always used to say to
00:26:57 00:27:01 my guys and our customers is
00:26:58 00:27:02 with my product you'll get the most work
00:27:01 00:27:05 done
00:27:02 00:27:06 at the lowest overall risk at the lowest
00:27:05 00:27:09 overall
00:27:06 00:27:10 cost most work done least risk lowest
00:27:09 00:27:13 cost
00:27:10 00:27:15 and risk is huge you cannot have
00:27:13 00:27:17 people without competence doing your
00:27:15 00:27:19 taxes keeping your books
00:27:17 00:27:21 doing your insurance so you need to
00:27:19 00:27:23 partner with a good lawyer
00:27:21 00:27:24 a good insurance company a good banker a
00:27:23 00:27:27 good accountant
00:27:24 00:27:28 a good engineer and you got to make sure
00:27:27 00:27:31 that those people
00:27:28 00:27:31 and a good equipment house you know or
00:27:31 00:27:33 you know
00:27:31 00:27:35 seo or whatever it would be whatever i
00:27:33 00:27:37 do yeah websites and ads
00:27:35 00:27:39 websites right if you want competent
00:27:37 00:27:42 people doing that yep
00:27:39 00:27:43 which is one of the two best ways to
00:27:42 00:27:45 keep you on your toes is
00:27:43 00:27:47 don't ever let down somebody who gave
00:27:45 00:27:49 you as a referral
00:27:47 00:27:50 um yep if you get a referral from
00:27:49 00:27:53 somebody
00:27:50 00:27:53 top of the list get that deal put
00:27:53 00:27:56 together
00:27:53 00:27:57 the best way as possible and if it's a
00:27:56 00:27:59 brand
00:27:57 00:28:00 i mean we sold caterpillar but i don't
00:27:59 00:28:02 care if you're you know if you if
00:28:00 00:28:04 somebody comes to you because you're the
00:28:02 00:28:08 toro dealer or the red wing shoe dealer
00:28:04 00:28:10 or the anderson windows dealer um
00:28:08 00:28:12 they they came to you because of that
00:28:10 00:28:15 brand do not let that brand down
00:28:12 00:28:17 yep and you got a lot of risk there so
00:28:15 00:28:18 that keeps you competent but you got to
00:28:17 00:28:20 have confidence you know one of the
00:28:18 00:28:20 tensions that comes up is people always
00:28:20 00:28:22 ask me
00:28:20 00:28:23 um what did you say when they asked you
00:28:22 00:28:24 if you're a cpa because i am not an
00:28:23 00:28:27 accountant
00:28:24 00:28:28 and i owned an accounting firm i don't
00:28:27 00:28:30 know how to do it
00:28:28 00:28:32 i had nick and nick was amazing because
00:28:30 00:28:35 he's a cpa that was at c biz
00:28:32 00:28:37 and and i always knew that there wasn't
00:28:35 00:28:38 a tax return he couldn't stare down
00:28:37 00:28:39 and yet a lot of accountants and
00:28:38 00:28:41 bookkeepers out there they're asking do
00:28:39 00:28:43 i need to go get my ca
00:28:41 00:28:44 cpa do i need to get an enrolled agent
00:28:43 00:28:46 um
00:28:44 00:28:47 and oftentimes we're encouraging people
00:28:46 00:28:50 that you don't need to
00:28:47 00:28:53 i do think there's value to it but
00:28:50 00:28:55 ultimately it's do you know how to do it
00:28:53 00:28:57 and and there's this weird balance it's
00:28:55 00:28:59 the same thing about college education
00:28:57 00:29:03 right college education is a joke
00:28:59 00:29:05 and unless you can't go through a system
00:29:03 00:29:06 that does hard work on somebody else's
00:29:05 00:29:08 timeline
00:29:06 00:29:11 and get grading and produce results
00:29:08 00:29:12 right there's value to college for sure
00:29:11 00:29:14 and yet does a college degree really
00:29:12 00:29:15 mean much anymore
00:29:14 00:29:17 not really why because all of those
00:29:15 00:29:20 things have been reduced so
00:29:17 00:29:22 again when you i think the actual
00:29:20 00:29:23 ability to get things done and this is
00:29:22 00:29:24 what google and facebook are toking
00:29:23 00:29:25 about that they're hiring people they
00:29:24 00:29:27 don't care if you went to a big school
00:29:25 00:29:30 they want to know can you do
00:29:27 00:29:33 things yeah are you competent
00:29:30 00:29:34 now the difficulty is how do you prove
00:29:33 00:29:36 that right
00:29:34 00:29:37 um well if you can bring some results
00:29:36 00:29:38 that you've achieved somewhere else or
00:29:37 00:29:40 if you can bring
00:29:38 00:29:41 somebody who would say i've achieved
00:29:40 00:29:43 results with go work in another firm
00:29:41 00:29:44 another customer that says
00:29:43 00:29:46 they did it for me here how many how
00:29:44 00:29:47 many small businesses so one of the
00:29:46 00:29:48 things that i recommend is in order to
00:29:47 00:29:50 do that
00:29:48 00:29:52 i think that you should at least go get
00:29:50 00:29:55 a little certification you can go to
00:29:52 00:29:56 i am cynical of large expensive higher
00:29:55 00:29:57 education right now
00:29:56 00:29:59 i think it's a ripoff unless you go into
00:29:57 00:29:59 the sciences or a mechanical degree of
00:29:59 00:30:02 some sort
00:29:59 00:30:03 or like that's it liberal arts degrees
00:30:02 00:30:07 are a joke
00:30:03 00:30:09 um yeah they've certainly set up
00:30:07 00:30:11 a lot of things that make them look like
00:30:09 00:30:13 they're not the value they should be
00:30:11 00:30:14 and now when it's going to all be free
00:30:13 00:30:18 and there's inflation valuable
00:30:14 00:30:19 inflated dollars yeah so and
00:30:18 00:30:21 so what i'm getting at is it's the
00:30:19 00:30:23 ability to do something not the
00:30:21 00:30:25 certificate or not the certification
00:30:23 00:30:27 your uh what do you call it your degrees
00:30:25 00:30:28 and your mds and your it's not your
00:30:27 00:30:31 titles
00:30:28 00:30:33 um it's not like do you have those
00:30:31 00:30:36 titles it's can you do the thing
00:30:33 00:30:37 but i do recommend go to a go to a small
00:30:36 00:30:40 tiknical school go to go get some
00:30:37 00:30:42 accounting certification some courses
00:30:40 00:30:44 if you google feedback wrench how to
00:30:42 00:30:46 prepare taxes professionally
00:30:44 00:30:47 i have a blog post in there that shows
00:30:46 00:30:49 you here's all the little trainings that
00:30:47 00:30:50 the other little businesses provide so
00:30:49 00:30:53 jackson hewitt h
00:30:50 00:30:54 r block um and even everything that i do
00:30:53 00:30:57 in my business i
00:30:54 00:30:58 i started i went to linkedin learning
00:30:57 00:31:00 and i sat down and i learned as much as
00:30:58 00:31:01 i could and i did like five or ten
00:31:00 00:31:03 things for free for people
00:31:01 00:31:04 until i got to that point so that i knew
00:31:03 00:31:05 that i could do it and then i could
00:31:04 00:31:06 point back and say well this is what i
00:31:05 00:31:07 did
00:31:06 00:31:09 does that look like it's worth it or not
00:31:07 00:31:10 yeah um but in accounting
00:31:09 00:31:12 in taxes i'm just hitting on this real
00:31:10 00:31:13 quick if this isn't relevant to you
00:31:12 00:31:16 apologize but
00:31:13 00:31:18 they oftentimes think they have to have
00:31:16 00:31:18 the cpa they have to have an enrolled
00:31:18 00:31:20 agent
00:31:18 00:31:22 there is value to that if you can go
00:31:20 00:31:25 through that absolutely do it
00:31:22 00:31:25 but the pendulum isn't towards that
00:31:25 00:31:29 there are
00:31:25 00:31:31 most accountants are running around
00:31:29 00:31:32 they're really bad accountants it's
00:31:31 00:31:35 usually that
00:31:32 00:31:37 they're not they're good accountants but
00:31:35 00:31:39 they're really bad at just proactively
00:31:37 00:31:40 engaging and solving problems like i i
00:31:39 00:31:41 think that most
00:31:40 00:31:43 there's a lot of great accountants that
00:31:41 00:31:45 are bad entrepreneurs there's a lot of
00:31:43 00:31:47 great accountants that just
00:31:45 00:31:49 they're in a tax from just being a
00:31:47 00:31:52 monkey hitting numbers on
00:31:49 00:31:53 so many tax returns and they're never
00:31:52 00:31:55 shown how to like go in and just
00:31:53 00:31:57 wait a minute what are you seeing here
00:31:55 00:31:59 how do you add value
00:31:57 00:32:01 pause it for a second so when i say i
00:31:59 00:32:02 don't think you need your cpa or your
00:32:01 00:32:02 enrolled agent i think there's value to
00:32:02 00:32:05 it
00:32:02 00:32:06 i would rather my guy's a cpa i prefer a
00:32:05 00:32:08 cpa
00:32:06 00:32:10 but i don't think you necessarily need
00:32:08 00:32:12 it you don't need the credential
00:32:10 00:32:13 you need the ability but sometimes
00:32:12 00:32:15 getting that credential is good so i
00:32:13 00:32:16 think there's a tension there to manage
00:32:15 00:32:19 yeah
00:32:16 00:32:20 um so this whole idea of you gotta
00:32:19 00:32:22 establish
00:32:20 00:32:23 trust with folks if you establish trust
00:32:22 00:32:24 um
00:32:23 00:32:26 you're gonna have a you're gonna have a
00:32:24 00:32:28 better time you're gonna have better
00:32:26 00:32:30 sales right um and
00:32:28 00:32:31 when you have trust like that and you're
00:32:30 00:32:32 establishing trust the number one thing
00:32:31 00:32:33 that we're saying is you have to be
00:32:32 00:32:35 worthy of trust
00:32:33 00:32:37 like number one be worthy of trust
00:32:35 00:32:39 integrity character
00:32:37 00:32:41 pursue the best interest of other people
00:32:39 00:32:42 give away free value work on their
00:32:41 00:32:43 behalf
00:32:42 00:32:45 right i think that there's some simple
00:32:43 00:32:46 things in the immediate as you're
00:32:45 00:32:48 getting going is to find little common
00:32:46 00:32:50 ground pieces right
00:32:48 00:32:51 john maxwell was probably the most
00:32:50 00:32:53 influential person
00:32:51 00:32:55 when it comes to leadership and ability
00:32:53 00:32:57 in both of our lives i remember that you
00:32:55 00:32:58 had been listening to all sorts of stuff
00:32:57 00:32:59 and then you gave me a cd that i
00:32:58 00:33:00 listened to on the way back from
00:32:59 00:33:02 wisconsin one day
00:33:00 00:33:04 and it was like the five keys to
00:33:02 00:33:07 relationships and
00:33:04 00:33:08 he did a thing in there that it's like
00:33:07 00:33:10 when you meet somebody
00:33:08 00:33:12 connect with somebody right and when in
00:33:10 00:33:13 order to connect with them you want to
00:33:12 00:33:14 ask questions about them so when you
00:33:13 00:33:17 first meet people
00:33:14 00:33:19 you start with really low um tension
00:33:17 00:33:20 questions like oh cool so so are you
00:33:19 00:33:22 from around here or
00:33:20 00:33:24 where are you from right and and and
00:33:22 00:33:26 then you so it's
00:33:24 00:33:27 really low risk questions right and as
00:33:26 00:33:29 you and then
00:33:27 00:33:30 but there's this dynamic of you have to
00:33:29 00:33:33 know them
00:33:30 00:33:35 by asking questions and be known you
00:33:33 00:33:38 have to share a little bit of who you
00:33:35 00:33:39 are in order to have some relationship
00:33:38 00:33:41 there so it's yeah you know
00:33:39 00:33:43 so you got to be ready to share you
00:33:41 00:33:44 can't be look now's when i ask questions
00:33:43 00:33:46 about you
00:33:44 00:33:49 right sometimes i'll be around people
00:33:46 00:33:51 and sales people call me and i'm like
00:33:49 00:33:52 that one connection the goal is
00:33:51 00:33:54 connection right
00:33:52 00:33:56 and if you can move the ball down the
00:33:54 00:33:57 field professionally as well as connect
00:33:56 00:33:59 with people personally there's value to
00:33:57 00:34:01 that but you have to
00:33:59 00:34:03 you need to make sure that they know
00:34:01 00:34:04 you're not wasting their time because
00:34:03 00:34:06 you don't want to do small
00:34:04 00:34:07 tok and yet you know what bill's
00:34:06 00:34:08 relationship is a little bit of common
00:34:07 00:34:09 ground so
00:34:08 00:34:10 where are you from how long you been
00:34:09 00:34:12 doing this and then i think if you're in
00:34:10 00:34:13 business to business sales asking a
00:34:12 00:34:15 question like
00:34:13 00:34:16 all right so tell me what kind of
00:34:15 00:34:18 business are you in
00:34:16 00:34:20 and how did you get to this point i like
00:34:18 00:34:22 asking big old broad questions
00:34:20 00:34:24 but ultimately i want to hear the story
00:34:22 00:34:25 and maybe they'll get down there i don't
00:34:24 00:34:27 know we sell tractor or we
00:34:25 00:34:30 dig basements and i'm sick of my case
00:34:27 00:34:31 right maybe it's that or
00:34:30 00:34:33 maybe they'll tell you their life story
00:34:31 00:34:34 or maybe they're somewhere in between
00:34:33 00:34:35 where they kind of summarize it because
00:34:34 00:34:38 they're aware
00:34:35 00:34:39 almost every entrepreneur i think in the
00:34:38 00:34:41 businesses you're toking about
00:34:39 00:34:43 has a great story of how they got
00:34:41 00:34:44 started because they probably notiked
00:34:43 00:34:47 how much money
00:34:44 00:34:48 how much money their former boss was
00:34:47 00:34:49 making and he's
00:34:48 00:34:51 and they were going wait a minute i'm
00:34:49 00:34:54 doing all the work so
00:34:51 00:34:56 they probably i mean almost every
00:34:54 00:34:58 excavating contractor is that way
00:34:56 00:34:59 yep and and how awesome is that it's
00:34:58 00:35:02 capitalism 101
00:34:59 00:35:04 mm-hmm it's uh and
00:35:02 00:35:06 how great is it to be that contractor
00:35:04 00:35:08 that trained all these great
00:35:06 00:35:09 little contractors when you get up to
00:35:08 00:35:10 the northern part of the cities there's
00:35:09 00:35:11 a
00:35:10 00:35:14 there's a gentleman up there that has
00:35:11 00:35:16 been in excavating for 30 or 40 years
00:35:14 00:35:18 everybody up there worked for him at one
00:35:16 00:35:21 point and that's where they learned
00:35:18 00:35:22 because he was the premier excavating
00:35:21 00:35:24 contractor
00:35:22 00:35:26 in the north twin cities and get them to
00:35:24 00:35:27 tell that story that's as funny as we
00:35:26 00:35:29 love telling that story that's why it's
00:35:27 00:35:30 an easy it's low-hanging fruit
00:35:29 00:35:32 because everybody loves telling that
00:35:30 00:35:34 story how they they
00:35:32 00:35:36 just how many times you told the story
00:35:34 00:35:37 about moving from the
00:35:36 00:35:38 accounting firm to this yep it should be
00:35:37 00:35:41 part of your ques and you need to be
00:35:38 00:35:43 ready again to present quickly yours and
00:35:41 00:35:46 not make you the highlight people
00:35:43 00:35:47 it smells so quickly when it's about you
00:35:46 00:35:49 oh that
00:35:47 00:35:51 it's it's such a difficult balance so i
00:35:49 00:35:52 will admit that as much as i'm saying
00:35:51 00:35:54 you gotta have this one-two balance
00:35:52 00:35:56 you need to get self-aware and the more
00:35:54 00:35:57 you do this it takes practike you just
00:35:56 00:35:59 gotta go out and do it you got to swing
00:35:57 00:36:00 the because it becomes genuine then when
00:35:59 00:36:03 you're
00:36:00 00:36:04 not forcing and that's where it gets it
00:36:03 00:36:07 goes back to what i said about character
00:36:04 00:36:10 if your motivation for this
00:36:07 00:36:11 is to get your quota so that you can get
00:36:10 00:36:12 your weekly paycheck
00:36:11 00:36:14 probably in the wrong business yeah it
00:36:12 00:36:16 needs it needs to be something deeper
00:36:14 00:36:16 than that you need to be changing
00:36:16 00:36:20 people's lives
00:36:16 00:36:20 yep and you know uh we said satisfy
00:36:20 00:36:22 customers we
00:36:20 00:36:23 but we wanted to have customers that
00:36:22 00:36:25 were successful
00:36:23 00:36:27 because successful customers will come
00:36:25 00:36:30 back and buy equipment from us again
00:36:27 00:36:31 yeah but we and we needed partners um as
00:36:30 00:36:33 an equipment dealership
00:36:31 00:36:35 you're on in business with ziggler's in
00:36:33 00:36:38 business for a hundred and
00:36:35 00:36:39 i think it's 107 years now you don't get
00:36:38 00:36:41 that way
00:36:39 00:36:43 by alienating people you get that way by
00:36:41 00:36:45 partnering with people
00:36:43 00:36:47 and having long-term relationships and
00:36:45 00:36:48 alienating means manipulating them for
00:36:47 00:36:48 your own purposes rather than solving
00:36:48 00:36:50 that
00:36:48 00:36:53 not that we didn't you know hadn't done
00:36:50 00:36:55 that over the years yeah but
00:36:53 00:36:56 boy i i mean i know full well after
00:36:55 00:36:57 being there for a third of that
00:36:56 00:37:01 existence
00:36:57 00:37:03 10 year old that's ziggler um
00:37:01 00:37:04 we helped put people in business yeah we
00:37:03 00:37:08 uh you know
00:37:04 00:37:10 somebody can rental purchase a 300
00:37:08 00:37:11 000 machine and now compete with the
00:37:10 00:37:12 guys that have been in it and that was
00:37:11 00:37:13 attention
00:37:12 00:37:15 you know sometimes hearing these stories
00:37:13 00:37:16 so what you're sharing is you've got
00:37:15 00:37:17 this
00:37:16 00:37:19 there's value to hearing that
00:37:17 00:37:20 entrepreneur's story so okay so what
00:37:19 00:37:20 line of business are you help me
00:37:20 00:37:22 understand
00:37:20 00:37:24 how long you've been doing this and how
00:37:22 00:37:26 did you get here oh how long you been to
00:37:24 00:37:27 so what's weird is i always when i ask a
00:37:26 00:37:29 question and this is this is like
00:37:27 00:37:30 question asking 504 i don't even know if
00:37:29 00:37:32 there's a
00:37:30 00:37:34 class this is super level this is
00:37:32 00:37:36 toking thousands of computer
00:37:34 00:37:38 interactions i like to hit them with two
00:37:36 00:37:41 or three questions at once
00:37:38 00:37:43 because ultimately i i want them to
00:37:41 00:37:43 bring it where it needs to be that's
00:37:43 00:37:46 right
00:37:43 00:37:47 right so people feel manipulated and
00:37:46 00:37:48 trapped and this is probably the thing
00:37:47 00:37:50 that an
00:37:48 00:37:52 introverted and even an accountant that
00:37:50 00:37:53 thinks more binary or somebody if you're
00:37:52 00:37:56 just not
00:37:53 00:37:57 hardwired to like have a an authentik
00:37:56 00:37:59 curiosity about something like i walk up
00:37:57 00:38:01 to somebody i'm literally i'm like
00:37:59 00:38:03 how many kids they got where do they go
00:38:01 00:38:04 to school where did he go to school yeah
00:38:03 00:38:06 what kind of business he's got a
00:38:04 00:38:10 business oh oh i wonder how he
00:38:06 00:38:11 i genuinely like it's just in me i walk
00:38:10 00:38:12 around lifetime fitness i bump into
00:38:11 00:38:13 people
00:38:12 00:38:15 instantly like give me four and you're
00:38:13 00:38:18 the same way like and
00:38:15 00:38:19 now we have a natural curiosity when i
00:38:18 00:38:20 see somebody i always think it's like a
00:38:19 00:38:22 door i want to test to see if the
00:38:20 00:38:23 doorknob is open
00:38:22 00:38:25 or available to open that's right and
00:38:23 00:38:27 then i'm going to open it if it's there
00:38:25 00:38:28 and i'm going to be like all right shut
00:38:27 00:38:30 up maybe i'll walk in maybe you got to
00:38:28 00:38:32 sense people and stuff but
00:38:30 00:38:33 i guess what i'm getting back to is if
00:38:32 00:38:34 you want common ground for a business
00:38:33 00:38:36 owner you just start with simple
00:38:34 00:38:37 questions so you've been living here for
00:38:36 00:38:39 a long time are you from lakeville you
00:38:37 00:38:40 don't sound like you're from minnesota
00:38:39 00:38:42 yeah make fun of your accent for
00:38:40 00:38:43 chronology do a little self do some
00:38:42 00:38:46 colombo
00:38:43 00:38:46 that's a you know bumble around um i
00:38:46 00:38:47 don't
00:38:46 00:38:49 columbia i only know because john
00:38:47 00:38:50 maxwell said it bumbling around there's
00:38:49 00:38:51 some colombo
00:38:50 00:38:53 um but then you can get into all right
00:38:51 00:38:54 so help me out what's your business kind
00:38:53 00:38:56 of focused on
00:38:54 00:38:58 and how did you get to this point like
00:38:56 00:39:01 how did you get started in this business
00:38:58 00:39:02 and sit down and you dog gone better be
00:39:01 00:39:03 taking notes
00:39:02 00:39:05 for the love of pete now if you're
00:39:03 00:39:07 walking through lifetime fitness
00:39:05 00:39:09 this is again this is within the context
00:39:07 00:39:10 of some sort of sale conversation this
00:39:09 00:39:11 is if you've got somebody on the line
00:39:10 00:39:12 somebody on the phone somebody in a
00:39:11 00:39:14 meeting
00:39:12 00:39:16 um we know where this relationship is
00:39:14 00:39:17 going right we know where this is going
00:39:16 00:39:18 towards i want to help you i want your
00:39:17 00:39:20 business right
00:39:18 00:39:22 i want to solve your problem and they
00:39:20 00:39:23 appreciate that like every
00:39:22 00:39:26 good red-blooded american entrepreneur
00:39:23 00:39:26 is like your business owner it's all my
00:39:26 00:39:30 problems
00:39:26 00:39:31 um so so this idea if you can
00:39:30 00:39:33 um what was i saying you tok about
00:39:31 00:39:35 taking notes and for tiknology for the
00:39:33 00:39:38 18 years i was a salesman
00:39:35 00:39:40 you saw my daytime
00:39:38 00:39:42 when i'm done with a call i would sit on
00:39:40 00:39:43 i would make notes and we and we didn't
00:39:42 00:39:45 have a system to
00:39:43 00:39:47 record that now we have a system where
00:39:45 00:39:47 you can enter that you know so you don't
00:39:47 00:39:51 have to
00:39:47 00:39:53 keep your notes but my my office
00:39:51 00:39:54 i remember when i when i gave my
00:39:53 00:39:58 territory
00:39:54 00:39:59 and its details to the next salesman
00:39:58 00:40:01 after he had one load he said i only
00:39:59 00:40:02 have a suburban i really don't have room
00:40:01 00:40:04 for it
00:40:02 00:40:06 because you're a day timer i mean your
00:40:04 00:40:07 whole life though you were we always
00:40:06 00:40:08 laugh when people tok about distracted
00:40:07 00:40:11 driving
00:40:08 00:40:13 like merlin had like he had taken his
00:40:11 00:40:15 van and adapted merlin my dad had
00:40:13 00:40:17 adapted his van so he could like
00:40:15 00:40:19 take notes have his phone on his ear
00:40:17 00:40:22 back in the 90s they're toking
00:40:19 00:40:23 and you had every single phone but take
00:40:22 00:40:26 notes because
00:40:23 00:40:28 especially if you're person to person
00:40:26 00:40:30 if you're person to person and you're
00:40:28 00:40:33 not taking notes
00:40:30 00:40:34 go away yeah let's just go away like i
00:40:33 00:40:36 have no patience for it
00:40:34 00:40:38 the fact that if i have somebody calling
00:40:36 00:40:39 me and they're sitting there and they're
00:40:38 00:40:42 not taking notes
00:40:39 00:40:43 i instantly dismiss them because i know
00:40:42 00:40:45 nothing will be remembered man we've all
00:40:43 00:40:46 met we've all had the waiters
00:40:45 00:40:48 at the restaurant said don't have to
00:40:46 00:40:49 write anything down they get our order
00:40:48 00:40:52 one guy travis
00:40:49 00:40:54 those are amazing people uh but i'm the
00:40:52 00:40:56 same way if you're not
00:40:54 00:40:57 if you're not making a note and so as
00:40:56 00:40:58 you know you know as a salesman i always
00:40:57 00:41:00 asked if we could
00:40:58 00:41:02 mind if i take some notes most customers
00:41:00 00:41:03 were pretty excited about that yeah or
00:41:02 00:41:06 they go would you
00:41:03 00:41:08 why'd you write that down and uh
00:41:06 00:41:11 because it's really important to me how
00:41:08 00:41:13 you move dirt because
00:41:11 00:41:14 this helps me and let's be frank if
00:41:13 00:41:17 you're doing serious business
00:41:14 00:41:18 there's so many levels that it produces
00:41:17 00:41:20 there's a practikal side of it
00:41:18 00:41:21 if you're doing serious business you're
00:41:20 00:41:24 not going to remember it all yeah
00:41:21 00:41:25 you have sick you've for a a week is
00:41:24 00:41:27 that
00:41:25 00:41:28 you know we're doing enough there's no
00:41:27 00:41:30 way if i don't go back to that and then
00:41:28 00:41:32 if you have a team
00:41:30 00:41:34 um real quick if you don't know a system
00:41:32 00:41:36 to do this hubspot has a
00:41:34 00:41:38 free crm doggone free when you want the
00:41:36 00:41:40 like emailer and their automation it's
00:41:38 00:41:41 like about 1500 bucks a month which is a
00:41:40 00:41:44 little rich but
00:41:41 00:41:45 it's worth it for that is a perfect
00:41:44 00:41:47 business that you want to tok about
00:41:45 00:41:50 efficiency and productivity and
00:41:47 00:41:51 productivity anyways take notes
00:41:50 00:41:53 so that you can actually come back to
00:41:51 00:41:55 the information take notes because it
00:41:53 00:41:58 communicates if you're in person
00:41:55 00:41:59 you're showing i value what you're
00:41:58 00:42:01 saying
00:41:59 00:42:03 like well that's right i mean and we'll
00:42:01 00:42:06 get it probably in the future but
00:42:03 00:42:08 you need to have a sales process and
00:42:06 00:42:09 taking notes especially on the early
00:42:08 00:42:11 side
00:42:09 00:42:12 learn people's names if you don't know
00:42:11 00:42:13 their name
00:42:12 00:42:16 are you going to know how to take care
00:42:13 00:42:17 of them yep and so there's a sales
00:42:16 00:42:19 process
00:42:17 00:42:21 that that you should have you should
00:42:19 00:42:23 have a sales process and you should know
00:42:21 00:42:26 where you are in that sales process and
00:42:23 00:42:27 it better be on the same step as your
00:42:26 00:42:29 customer is
00:42:27 00:42:31 i mean if you're trying to demo to him
00:42:29 00:42:33 and you haven't even figured out that
00:42:31 00:42:35 he you know he doesn't need a bulldozer
00:42:33 00:42:35 he needs a wheel loader yep or you're a
00:42:35 00:42:38 fool
00:42:35 00:42:39 yeah and and so that's just a graphic
00:42:38 00:42:41 example of
00:42:39 00:42:42 the way a lot of things could be so so
00:42:41 00:42:44 anyway well
00:42:42 00:42:46 my kids just busted in the door here
00:42:44 00:42:47 we're shooting a podcast girl so we're
00:42:46 00:42:49 recording right now
00:42:47 00:42:50 why don't you come in and say hi and
00:42:49 00:42:52 then why don't you leave
00:42:50 00:42:53 these are my beautiful grandchildren
00:42:52 00:42:55 yeah so i got all sorts of kids that's
00:42:53 00:42:56 my four and a half year old
00:42:55 00:42:59 this is my nine-year-old that's the
00:42:56 00:43:02 reason why i retired yeah
00:42:59 00:43:04 this is uh this is too sweet so why
00:43:02 00:43:05 don't you let us finish up here and then
00:43:04 00:43:06 uh i'll come on
00:43:05 00:43:08 yeah so when we're toking about value
00:43:06 00:43:09 folks you know the whole idea you're
00:43:08 00:43:13 making these connections
00:43:09 00:43:13 you're hearing their story um oh here's
00:43:13 00:43:16 my sweet
00:43:13 00:43:20 my sweet girl begun with you
00:43:16 00:43:23 um don't slam the door and be quiet
00:43:20 00:43:25 um the idea is
00:43:23 00:43:27 understanding their story taking notes
00:43:25 00:43:28 while you're doing it having a sales
00:43:27 00:43:30 process
00:43:28 00:43:32 all of these things are going to help
00:43:30 00:43:35 you a they're going to communicate
00:43:32 00:43:35 things to that person that cause them to
00:43:35 00:43:38 trust you
00:43:35 00:43:40 right um and i think that that's that's
00:43:38 00:43:41 so valuable and
00:43:40 00:43:43 as you have that common ground you're
00:43:41 00:43:46 building a relationship
00:43:43 00:43:48 um and ultimately you don't want to make
00:43:46 00:43:50 sales now if you're selling products
00:43:48 00:43:51 it's a little bit different right
00:43:50 00:43:53 you're not selling a product you're
00:43:51 00:43:55 selling a solution to a problem
00:43:53 00:43:57 i sell a service that's a solution to a
00:43:55 00:43:59 problem if you're just selling widgets
00:43:57 00:44:01 to an extent if it's just food
00:43:59 00:44:03 it's still relational so i don't want to
00:44:01 00:44:05 discount products at all
00:44:03 00:44:07 you want to have served them so well
00:44:05 00:44:09 that they want to come back
00:44:07 00:44:11 you know there isn't a company out there
00:44:09 00:44:12 that is going to survive if they don't
00:44:11 00:44:14 repeat customers i mean they got a new
00:44:12 00:44:15 customer they could have new customers
00:44:14 00:44:17 but repeat customers too
00:44:15 00:44:19 and my point is you will kind of become
00:44:17 00:44:22 their friend like
00:44:19 00:44:22 there's at least a common respect there
00:44:22 00:44:25 um
00:44:22 00:44:26 that that will be there you know i got
00:44:25 00:44:28 invited to
00:44:26 00:44:29 i've been to funerals i've been to
00:44:28 00:44:31 weddings
00:44:29 00:44:34 graduations confirmations retirement
00:44:31 00:44:36 parties i still get invited
00:44:34 00:44:37 uh to be part of my customers
00:44:36 00:44:39 organizations
00:44:37 00:44:41 fundraising i mean uh great
00:44:39 00:44:43 relationships with customers
00:44:41 00:44:45 it's been a lot of fun so you're right
00:44:43 00:44:48 become and it can be hard
00:44:45 00:44:50 yeah you become friends our best
00:44:48 00:44:53 salesman's phones were always ringing
00:44:50 00:44:54 because the customers trusted them and
00:44:53 00:44:55 they knew
00:44:54 00:44:57 that's where they would get the fastest
00:44:55 00:44:59 answer sometimes the salesman's
00:44:57 00:45:02 challenge was to
00:44:59 00:45:03 we knew how the system worked and it's
00:45:02 00:45:06 to
00:45:03 00:45:08 you know be careful to not uh
00:45:06 00:45:10 mis mess up the system by inserting it
00:45:08 00:45:12 at the rock spot
00:45:10 00:45:13 and uh and still getting the job done
00:45:12 00:45:15 for the customer but the reason the
00:45:13 00:45:16 customer called the salesman because the
00:45:15 00:45:17 salesman
00:45:16 00:45:19 was the most responsive person in the
00:45:17 00:45:19 company that's cool and that's why
00:45:19 00:45:22 they're
00:45:19 00:45:24 paid the most usually too um so this
00:45:22 00:45:26 whole idea is this started with that
00:45:24 00:45:27 there's these seven sensitivities in
00:45:26 00:45:28 your world
00:45:27 00:45:30 um i think that there's i you know i i
00:45:28 00:45:32 think that there's three big value props
00:45:30 00:45:32 i just try and simplify it big time but
00:45:32 00:45:34 there's
00:45:32 00:45:36 certainly more the more sophistikated
00:45:34 00:45:40 the business the more there are
00:45:36 00:45:41 um but but until you understand
00:45:40 00:45:43 going to the process here until you
00:45:41 00:45:44 understand what's valuable to that
00:45:43 00:45:46 person
00:45:44 00:45:48 or that organization you have no
00:45:46 00:45:49 business selling something right
00:45:48 00:45:51 right um i think that the the hardest
00:45:49 00:45:53 thing that would happen and i
00:45:51 00:45:55 still balance this right uh it's hard
00:45:53 00:45:57 for me people call and it's like
00:45:55 00:45:59 i usually like to connect doing an
00:45:57 00:46:00 analysis have a proposal and then they
00:45:59 00:46:02 choose right
00:46:00 00:46:04 that's usually what i like to do you
00:46:02 00:46:05 guys had your system too but sometimes
00:46:04 00:46:07 in that first phone call it's like
00:46:05 00:46:09 oh let's just cover the whole a lot of
00:46:07 00:46:10 times they're together you know
00:46:09 00:46:12 the steps are joined together in one
00:46:10 00:46:13 process and it could be difficult for me
00:46:12 00:46:15 because i might do
00:46:13 00:46:17 five in a row where that was adequate
00:46:15 00:46:18 and then you hit the one that like
00:46:17 00:46:20 i should have slowed down i should have
00:46:18 00:46:20 sensed that and if i would have asked
00:46:20 00:46:23 better
00:46:20 00:46:24 questions if i would have slowed down a
00:46:23 00:46:26 little bit but usually you know you
00:46:24 00:46:28 follow up with them again and it starts
00:46:26 00:46:29 to get realized so uh i think the most
00:46:28 00:46:32 valuable thing that
00:46:29 00:46:33 nick meester my old partner if if he
00:46:32 00:46:34 were to uh
00:46:33 00:46:36 say one of the things that he learned
00:46:34 00:46:38 was he got to sit through
00:46:36 00:46:40 hundreds of meetings with me and the
00:46:38 00:46:41 attention i always had to him i said
00:46:40 00:46:44 don't
00:46:41 00:46:44 quote price till i ask you to quote
00:46:44 00:46:46 price
00:46:44 00:46:48 don't come with your solution until
00:46:46 00:46:48 you've uncovered as much as you possibly
00:46:48 00:46:49 can
00:46:48 00:46:51 now you don't want to frustrate and
00:46:49 00:46:53 annoy a person right you don't want to
00:46:51 00:46:55 deliberately hold things back and
00:46:53 00:46:56 sometimes if i can sense that tension is
00:46:55 00:46:58 rising like
00:46:56 00:47:00 how much does it cost i'll throw it out
00:46:58 00:47:01 there right away now just so you know
00:47:00 00:47:02 when you're working with us we do
00:47:01 00:47:04 websites
00:47:02 00:47:06 you know we can have small medium large
00:47:04 00:47:07 packages even here it's 750 to 1500 for
00:47:06 00:47:09 small
00:47:07 00:47:10 most of our customers in this 2500 to
00:47:09 00:47:12 6500
00:47:10 00:47:14 range and then bigger organizations that
00:47:12 00:47:15 just have more writing needs and more
00:47:14 00:47:17 complexity
00:47:15 00:47:18 6 500 to 15 000 and that means you're
00:47:17 00:47:19 getting more meetings with more people
00:47:18 00:47:21 right
00:47:19 00:47:22 and i'll just hit that right away as you
00:47:21 00:47:24 do this you'll start to feel that
00:47:22 00:47:26 tension right away just get it over with
00:47:24 00:47:28 give them a range right
00:47:26 00:47:29 um it does save you time too right it's
00:47:28 00:47:30 interesting we used to deliver proposals
00:47:29 00:47:32 that have
00:47:30 00:47:34 specifications and conditions and at the
00:47:32 00:47:38 end and the third page is the price
00:47:34 00:47:40 almost every every warm-blooded person
00:47:38 00:47:41 flips back to that back page and derails
00:47:40 00:47:42 you immediately yeah that's a good way
00:47:41 00:47:44 to
00:47:42 00:47:45 diffuse it just yeah it's four hundred
00:47:44 00:47:46 thousand dollars
00:47:45 00:47:48 you know the other thing if you have
00:47:46 00:47:49 like the second or third meeting i i
00:47:48 00:47:51 learned this there's an
00:47:49 00:47:52 old shrewd so old he's probably your age
00:47:51 00:47:54 um
00:47:52 00:47:56 this shrewd insurance guy i got this
00:47:54 00:47:56 coaching at thrive in finance i really
00:47:56 00:47:58 got
00:47:56 00:48:00 great coaching from there i really
00:47:58 00:48:01 enjoyed elena beckias and i can't
00:48:00 00:48:03 remember what this guy's name was
00:48:01 00:48:04 but it was like he was like the wizard
00:48:03 00:48:05 and he'd been selling insurance since
00:48:04 00:48:08 the freaking
00:48:05 00:48:11 60s like he had been doing this forever
00:48:08 00:48:12 um you know classic thriving financial
00:48:11 00:48:14 lutheran like
00:48:12 00:48:16 his ancestors came off the same boat
00:48:14 00:48:18 with mine from norway
00:48:16 00:48:19 and uh what he was toking about he had
00:48:18 00:48:20 a couple different things first of all
00:48:19 00:48:23 he used to
00:48:20 00:48:25 um he said what he would teach this idea
00:48:23 00:48:27 that
00:48:25 00:48:29 you want the customer to bring it to
00:48:27 00:48:29 wherever they're comfortable the second
00:48:29 00:48:31 you
00:48:29 00:48:33 make them feel manipulated so he would
00:48:31 00:48:34 ask a question
00:48:33 00:48:37 well first of all what he'd do is he'd
00:48:34 00:48:37 say now before we dive in here in the
00:48:37 00:48:39 second
00:48:37 00:48:41 third or fourth meetings or any meeting
00:48:39 00:48:42 you know what before i i got some stuff
00:48:41 00:48:44 i know i want to cover here just
00:48:42 00:48:45 right off the bat is there anything top
00:48:44 00:48:47 of mind that you know that we got to hit
00:48:45 00:48:48 on in this meeting
00:48:47 00:48:50 because in the same way when i would
00:48:48 00:48:52 sense price like what's your proposal
00:48:50 00:48:53 get it over with how much does it cost i
00:48:52 00:48:55 just wanted to diffuse that quickly
00:48:53 00:48:57 he would always make sure that he'd grab
00:48:55 00:48:58 his note of paper and i do this to this
00:48:57 00:49:00 day every single meeting i have now i've
00:48:58 00:49:02 shown my cards
00:49:00 00:49:03 um every single meeting i just want to
00:49:02 00:49:04 hear so what's top of mind for you
00:49:03 00:49:06 because there's some
00:49:04 00:49:08 folks whether they're existing customers
00:49:06 00:49:09 or they're new customers they just have
00:49:08 00:49:11 that one
00:49:09 00:49:14 thing and they're not going to hear a
00:49:11 00:49:15 darn thing until they ask that question
00:49:14 00:49:17 so you might as well clear the air as
00:49:15 00:49:18 soon as you possibly can and get that
00:49:17 00:49:20 over with so
00:49:18 00:49:22 i think one skill is to just you know as
00:49:20 00:49:23 we dive in here i know where i want to
00:49:22 00:49:26 bring this usually
00:49:23 00:49:28 um we love helping xyz is there anything
00:49:26 00:49:30 that's top of mind for you
00:49:28 00:49:31 so that you can get out of them what
00:49:30 00:49:33 needs to be addressed because they just
00:49:31 00:49:34 won't hear you right we had that happen
00:49:33 00:49:36 a lot you
00:49:34 00:49:38 and many many times it wasn't about
00:49:36 00:49:40 price the delivery date
00:49:38 00:49:42 really i mean i got i got to get this
00:49:40 00:49:44 road opened up and we're going to start
00:49:42 00:49:44 or we're going to start mining or
00:49:44 00:49:47 stripping or
00:49:44 00:49:48 and it's going to happen thursday and my
00:49:47 00:49:50 machine isn't there thursday
00:49:48 00:49:52 just going to plan b i got to go so it's
00:49:50 00:49:55 not about price yeah they're
00:49:52 00:49:56 so yeah it's or it could be it could be
00:49:55 00:49:58 clearance height
00:49:56 00:50:00 it's got to go under a bridge or in a
00:49:58 00:50:02 shop door or whatever how
00:50:00 00:50:04 how high is it we sold motor graders to
00:50:02 00:50:07 townships some of these old township
00:50:04 00:50:08 sheds they were built when the machines
00:50:07 00:50:09 didn't have rollover protection devices
00:50:08 00:50:12 on them
00:50:09 00:50:14 and so boy we actually had a low profile
00:50:12 00:50:16 cab specifically that we would buy
00:50:14 00:50:18 interesting height was a major
00:50:16 00:50:19 interesting thing later on it was
00:50:18 00:50:20 steering wheels did it have a steering
00:50:19 00:50:22 wheel or was it
00:50:20 00:50:23 joystik controlled so it's pretty
00:50:22 00:50:25 interesting to find those up
00:50:23 00:50:26 wasn't about price no it was about these
00:50:25 00:50:27 other things and they're not going to
00:50:26 00:50:28 hear you until they go
00:50:27 00:50:30 good that you bring that up i thought i
00:50:28 00:50:30 thought he was a wizard the other thing
00:50:30 00:50:33 he taught me
00:50:30 00:50:35 and i just took it for myself and maybe
00:50:33 00:50:38 you like this maybe you don't but
00:50:35 00:50:40 you know when you i hate the question
00:50:38 00:50:41 so do you have any questions i could
00:50:40 00:50:42 we'll go on a different rant of
00:50:41 00:50:43 different different questions do you
00:50:42 00:50:44 have tell me tell me what questions you
00:50:43 00:50:47 have
00:50:44 00:50:48 right um but what he would do is when he
00:50:47 00:50:51 was done presenting because there's this
00:50:48 00:50:53 back and forth anytime you're toking
00:50:51 00:50:54 your equity is going down you're
00:50:53 00:50:56 withdrawn from the bank whenever you get
00:50:54 00:50:58 them toking about something they love
00:50:56 00:51:00 which is them themselves and how they
00:50:58 00:51:02 work and what's important to them
00:51:00 00:51:03 you're filling the bank up right so what
00:51:02 00:51:05 he would do is is whenever he's done
00:51:03 00:51:06 there i always like to finish with a
00:51:05 00:51:08 question
00:51:06 00:51:09 so that gets them back toking and
00:51:08 00:51:11 starts going up as quick as possible but
00:51:09 00:51:13 when it was done with like the
00:51:11 00:51:14 presentation he would go all right so
00:51:13 00:51:16 questions
00:51:14 00:51:19 thoughts or no he'd go so what thoughts
00:51:16 00:51:22 do you have thoughts reactions
00:51:19 00:51:23 and it was like the most broad like do
00:51:22 00:51:25 you have a question
00:51:23 00:51:27 do you want to sign up do you want it
00:51:25 00:51:28 like you basically are just like putting
00:51:27 00:51:30 them on a flat ground where
00:51:28 00:51:32 they can go 360 degrees in a direction
00:51:30 00:51:33 and it just lets them and it what it
00:51:32 00:51:36 does is it doesn't
00:51:33 00:51:37 because one of the worst things i think
00:51:36 00:51:39 is like
00:51:37 00:51:41 pushing for the sail yeah what you want
00:51:39 00:51:43 to see is where does that frog hop
00:51:41 00:51:44 towards the water away from the water
00:51:43 00:51:46 did they take us that
00:51:44 00:51:48 i just made that analogy this is so dumb
00:51:46 00:51:50 you're not a frog
00:51:48 00:51:52 but do they move towards the light your
00:51:50 00:51:53 bug going towards the light or away from
00:51:52 00:51:55 light
00:51:53 00:51:57 do they move towards your solution do
00:51:55 00:52:00 they stay the same do they go
00:51:57 00:52:01 sideways and uh and then you can react
00:52:00 00:52:03 because
00:52:01 00:52:04 ultimately right you don't want to come
00:52:03 00:52:07 up with that so this is really when
00:52:04 00:52:09 you've presented the solution hey
00:52:07 00:52:10 i think and i think there's leadership
00:52:09 00:52:11 to this in the accounting world i always
00:52:10 00:52:12 tell folks
00:52:11 00:52:15 here's how i would do it i sold with two
00:52:12 00:52:16 sheets the first sheet was
00:52:15 00:52:18 the estimated tax savings we thought we
00:52:16 00:52:20 could find for them the second sheet was
00:52:18 00:52:22 a list of everything that's included
00:52:20 00:52:24 and then at the very bottom be like so
00:52:22 00:52:25 here's the deal for we looked in your
00:52:24 00:52:26 books we saw
00:52:25 00:52:29 what your situation is going to be in
00:52:26 00:52:31 your your conundrum
00:52:29 00:52:33 we want to solve for you and for you
00:52:31 00:52:35 guys we'd like you to be at
00:52:33 00:52:37 900 a month right whatever that was and
00:52:35 00:52:38 i was just looking we want you to be
00:52:37 00:52:40 here
00:52:38 00:52:42 and and i like that better than i only
00:52:40 00:52:43 better have everything listed out in
00:52:42 00:52:45 detail on our website about the pricing
00:52:43 00:52:46 because guess what every client's a
00:52:45 00:52:48 little different
00:52:46 00:52:49 right now this is a service and
00:52:48 00:52:50 sometimes that works sometimes it
00:52:49 00:52:52 doesn't
00:52:50 00:52:53 um i think that there's value to know
00:52:52 00:52:56 but
00:52:53 00:52:57 if you just put your price so i guess my
00:52:56 00:52:59 point there is
00:52:57 00:53:01 that was thoughtful that you did that i
00:52:59 00:53:02 mean you you must have had customers
00:53:01 00:53:04 that
00:53:02 00:53:05 responded well to that you're doing it
00:53:04 00:53:08 hundreds of them and
00:53:05 00:53:08 it brought up it brought a lower ease or
00:53:08 00:53:10 a
00:53:08 00:53:12 lower tension at the end of a meeting
00:53:10 00:53:14 than a higher tension because ultimately
00:53:12 00:53:16 the end solution here
00:53:14 00:53:17 again when you're a guide you're trying
00:53:16 00:53:19 to go
00:53:17 00:53:21 you're in the business of solving these
00:53:19 00:53:23 types of problems you want to find
00:53:21 00:53:24 people that have these types of problems
00:53:23 00:53:26 you want to enlighten them to the ways
00:53:24 00:53:28 that you can have a mutually beneficial
00:53:26 00:53:30 relationship at the end of this thing
00:53:28 00:53:32 where they love having their problems
00:53:30 00:53:33 solved by you and you love solving their
00:53:32 00:53:35 problem and it works for you for the
00:53:33 00:53:37 next 100 years right
00:53:35 00:53:39 that business cotton knew anything and
00:53:37 00:53:40 good businesses understand that right
00:53:39 00:53:42 anyone who doesn't understand that you
00:53:40 00:53:44 want to get rid of them so there is this
00:53:42 00:53:46 thing that like
00:53:44 00:53:47 you know i think that in the services
00:53:46 00:53:50 industry in in the
00:53:47 00:53:52 types of businesses i work with crafting
00:53:50 00:53:53 a solution at the appropriate level for
00:53:52 00:53:55 whatever they look like
00:53:53 00:53:56 may not be the easiest thing to solve
00:53:55 00:53:58 when it comes to like well i'm gonna
00:53:56 00:53:59 take 10 hours of a designer's time and
00:53:58 00:54:02 14 hours of this
00:53:59 00:54:04 it's hard um but i think it's where the
00:54:02 00:54:07 opportunity is
00:54:04 00:54:08 the dark side of that is all you do is
00:54:07 00:54:10 peek in their books and find out how
00:54:08 00:54:12 much money they have and then you
00:54:10 00:54:13 adjust your pricing based on that that's
00:54:12 00:54:15 not what you're doing right you're not
00:54:13 00:54:16 going in there and finding oh he's got a
00:54:15 00:54:18 lot of money you better charge them way
00:54:16 00:54:20 more
00:54:18 00:54:22 usually people that have more money have
00:54:20 00:54:24 problems that they appreciate
00:54:22 00:54:26 more deeply being solved i think there's
00:54:24 00:54:28 an there's a synergy there a
00:54:26 00:54:30 symbiotik relationship between that
00:54:28 00:54:33 sometimes so
00:54:30 00:54:35 yeah i think uh building trust
00:54:33 00:54:36 pursuing their best interest ask
00:54:35 00:54:38 building a relationship while you're
00:54:36 00:54:40 doing it keeping it
00:54:38 00:54:42 headed in the right direction asking
00:54:40 00:54:46 some really great questions
00:54:42 00:54:47 presenting only when it's time um
00:54:46 00:54:49 there's a huge difference in how you
00:54:47 00:54:51 approach sales
00:54:49 00:54:52 knowing this is the first of many or
00:54:51 00:54:54 this is
00:54:52 00:54:55 one of many sales it's a whole different
00:54:54 00:54:58 ballgame than the
00:54:55 00:54:59 person who comes to your door with with
00:54:58 00:55:00 the
00:54:59 00:55:02 whatever it is whatever it is he's
00:55:00 00:55:04 selling today yep and
00:55:02 00:55:06 and wants a one-time sale and he's gone
00:55:04 00:55:10 yep a long-term beneficial
00:55:06 00:55:12 reciprocal mutually beneficial solution
00:55:10 00:55:14 is what most of us want and most people
00:55:12 00:55:15 want to if i got a problem i want it
00:55:14 00:55:16 solved and i want to know who it calls
00:55:15 00:55:18 so
00:55:16 00:55:19 hey any other thoughts that pop up for
00:55:18 00:55:21 you dad things that are like
00:55:19 00:55:23 hey we haven't had well we covered a lot
00:55:21 00:55:24 of things and i you know i'm i'm trying
00:55:23 00:55:27 to get out of the
00:55:24 00:55:29 the yellow iron world and get into the
00:55:27 00:55:30 website building world so i you know
00:55:29 00:55:33 versus a
00:55:30 00:55:34 machine you can drive and shift and he'd
00:55:33 00:55:38 listen to
00:55:34 00:55:40 versus a system and a and a service
00:55:38 00:55:42 i'm trying to grasp that to make sure
00:55:40 00:55:42 what i'm offering is parallel to that so
00:55:42 00:55:44 yeah
00:55:42 00:55:45 and i learned so much because we help
00:55:44 00:55:46 contractors if you're a contractor we
00:55:45 00:55:48 help we
00:55:46 00:55:49 we have a handful of them we'd love to
00:55:48 00:55:52 do more of them um
00:55:49 00:55:54 and ultimately i think what's cool is in
00:55:52 00:55:56 2021
00:55:54 00:55:57 you can identify people with problems
00:55:56 00:55:59 with a search engine
00:55:57 00:56:02 if someone makes there's a whole set of
00:55:59 00:56:04 searches if someone makes that dog
00:56:02 00:56:05 got it there's only one reason why
00:56:04 00:56:06 they're doing it and then they hit your
00:56:05 00:56:09 website
00:56:06 00:56:10 if i search again if i search how to
00:56:09 00:56:11 repair
00:56:10 00:56:13 how to get a replacement part or
00:56:11 00:56:16 whatever that is and i land
00:56:13 00:56:17 and you pay you create a piece of
00:56:16 00:56:18 content that satisfies that query
00:56:17 00:56:20 whatever that is
00:56:18 00:56:22 gives a solution to that problem you
00:56:20 00:56:23 might have to pay to get it up
00:56:22 00:56:25 and make sure that it's first or you
00:56:23 00:56:26 work hard to rank it
00:56:25 00:56:28 eventually what'll happen is people will
00:56:26 00:56:30 find that youtube videos are great my
00:56:28 00:56:31 business is built off of i
00:56:30 00:56:33 solve problems on youtube and then they
00:56:31 00:56:33 youtube it and look for it and they come
00:56:33 00:56:35 to me
00:56:33 00:56:37 um so what's cool is that those
00:56:35 00:56:39 questions can happen
00:56:37 00:56:41 and then the other beauty is is that you
00:56:39 00:56:42 can take anything good that's happened
00:56:41 00:56:44 in a sales conversation that's what
00:56:42 00:56:44 really this business has translated so
00:56:44 00:56:46 well because it's
00:56:44 00:56:47 i'm just taking thousands and thousands
00:56:46 00:56:50 of hours of sales
00:56:47 00:56:51 and i'm translating that and trying to
00:56:50 00:56:53 bring it to video
00:56:51 00:56:54 yeah and and that's what's so cool right
00:56:53 00:56:56 now is you can you have these tools so
00:56:54 00:56:57 imagine they search something they hit
00:56:56 00:56:58 your website
00:56:57 00:57:00 you make an audience out of them and now
00:56:58 00:57:03 you can serve up five to six facebook
00:57:00 00:57:04 ads youtube bumper ads and say hey if
00:57:03 00:57:06 you got this problem if you just had
00:57:04 00:57:09 hail come through in elko new market
00:57:06 00:57:11 we do roofing and we're not slimy we'll
00:57:09 00:57:12 come out and we'll help you right
00:57:11 00:57:14 i'm just laughing because we had hail
00:57:12 00:57:16 last night so um i think all of this
00:57:14 00:57:18 translates really well to digital and
00:57:16 00:57:19 uh but this is the underpinning i think
00:57:18 00:57:21 this is the unique thing that we're
00:57:19 00:57:22 offering here at feedback range too is
00:57:21 00:57:25 the underpinning is
00:57:22 00:57:26 is not that other sales are not genuine
00:57:25 00:57:28 i think there's just an authentikity of
00:57:26 00:57:29 we understand how this goes for our
00:57:28 00:57:31 customers so
00:57:29 00:57:33 yeah anyways god bless like and
00:57:31 00:57:34 subscribe check us out on the podcast we
00:57:33 00:57:36 got uh you go to feedbackgrounds.com
00:57:34 00:57:40 we've got that on there and uh
00:57:36 00:57:40 good luck we appreciate your time