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
Table of Contents
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 |
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