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Hey everybody, Brian Neal.
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Bill Kasky.
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We hope you enjoyed that Thanksgiving music there that Travis just put in there.
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We are on our way, or we are away on vacation, is that fair?
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We are, but not together.
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No, no, we re separate, no.
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Enjoying some fried turkey.
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Do you do fried turkey?
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I ve had it before, it s good.
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Oh, it s so good.
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But I don t do it.
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We re not having turkey this year, we re going with Italian, we re going with lasagna.
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Three different types of dishes.
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Oh my gosh, that is the best.
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Anyway, so we are away.
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We are going to have you listen in.
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Our friend Brian Gray stopped by the studio right in the middle of recording.
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So he s going to tell you about an exciting, exciting new program that we have coming up in December that you re going to want to be a part of a masterclass.
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You ll hear about that.
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And then we are going to, by popular demand, replay our episode with Brian Gray called Sales is Broken.
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And by the way, you can also download the freebie that we ve created that Brian has called Sales is Broken.
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It s about a 30 page download.
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It s really good.
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We ve had hundreds of people download it.
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So we want to give you another shot at that.
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You can find that at advancedsellingpodcast.com forward slash broken.
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Have a happy Thanksgiving.
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We are thankful for you and we will see you on the other side of the holiday.
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Yippee.
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We have a special guest in the studio, Brian Gray, who you might have heard on the podcast here a few weeks ago.
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Brian, you just happened by the studio, but thank you for bringing me a Starbucks.
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Brian called and said he used a great old sales technique.
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He called and left a voicemail and said, I m going to be in the area.
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Can I stop by?
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Bill and I shut everything down like most prospects do, not that we re prospects, and said, yeah, yeah, yeah, come on in.
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Yeah, come on in.
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So the reason Brian s here is we re doing a master class.
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This is the official launch of it on December 13th.
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And it s a master class called winning the buyer s brain.
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And if you remember when Brian Gray was on here a few weeks ago, we talked a lot about that.
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And we had a freebie that we
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allowed you guys to download.
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It was several hundred.
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It was one of our most popular freebies.
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And so we wanted to refine this and fine tune it and give you something that you can get access to a little bit deeper so that Brian can help you.
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So Brian, we re looking forward to this.
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Tell us a little bit about, remind us again, why this topic is so important.
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Winning the buyer s brain, how to carry the room.
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Tell us about it.
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All right.
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Thanks, Brian.
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Thanks, Bill.
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Very good.
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Well, we find organizations and companies are struggling in three areas.
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We call them the three deadly seas.
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One s commoditization, two, consensus decision-making, and three, compressed selling time.
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So not only does everybody sound the same, look the same, and act the same, which really drives down your pricing pressures, decision-making teams keep getting bigger and bigger.
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Now, the average decision-making team is, what, 6.8 people.
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And not only that, to compound that, we now have less face time than ever.
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The buyer s journey, 70% of the buyer s journey is now done before they invite you in.
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So not only does everybody sound the same, decision making teams are getting bigger, and we have less face time than ever before.
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Organizations have to learn to compete and win when they re brought in at the last minute, they don t know why they should choose you, and doing nothing at all is probably their best option.
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That s awesome.
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So that was really good.
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So for all of the Advanced Selling Podcast listeners that are going to sign up for this masterclass on December 13th, tell them two things that they re going to take away that they can go use right after that to combat these three deadly C s.
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Yeah.
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Brian, the real key here is how someone can go win right now, immediately after our masterclass.
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We feel that sales are won or lost in the first two or three minutes of a presentation, and companies are doing it completely wrong.
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And I think that understanding that, who your prospect is, the three pound organ called the brain, how it makes decisions, and most importantly, what you re doing wrong, and then what we can start doing right about that s probably the biggest, best takeaway.
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Second, we want to help you understand how to manage the room.
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With so many decision makers in that room, most don t want to do anything at all.
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Instead of settling for a lower quality deal, why not go for a properly understanding your prospect, how it makes decisions, and really drive that priority.
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Fantastic.
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So you can go right now to the website, winningthebuyersbrain.com.
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That s winningthebuyersbrain.com and register.
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We ve got a limitation of 200 people to participate in this masterclass.
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So don t wait around, go register right now, winningthebuyersbrain.com and we ll see you virtually on December 13th.
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Welcome, everybody, to the Advanced Selling Podcast, the longest-running sales training podcast in sales training podcast history.
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My name is Brian Neal.
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I m Bill Kasky.
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We are three mics today.
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We ll get to that in a second.
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If you haven t done so already, ask us to come out and visit you at your next sales retreat leadership meeting, sales meeting, national sales meeting.
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And more importantly, ask us to come to your rewards trip, President s Club, down in Cancun or Mexico or Hawaii in February.
0
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Why d you skip to that?
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Well, because people are planning those things now.
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I know they are.
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It s the fall.
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And so if you want a great experience, if you re tired of a speaker that just goes up there and says the same stuff that you ve been saying for 30 years, we d love to come do a live podcast.
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Send us an email, listener at Advance Selling Podcasts.
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Put in the subject line, come see us, and we ll get the ball rolling on that deal.
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You know, Brian, there is a statistic out that says that there s a certain percentage of people who trust certain genres, like lawyers, politicians, media, salespeople.
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And salespeople is always near the bottom of trustworthiness.
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Interesting.
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In fact, Gallup said that we typically trust, our trust in salespeople is 3% to 5%.
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Yeah.
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And it s because we know what they re trying to do.
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And so what we re trying to do on this podcast is have you show up a little bit differently.
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But one of the other groups that we don t have much trust in is politicians.
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And I heard an example the other day of why we don t trust politicians.
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And this was an example.
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It was a live feed from Congress.
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And it was a hearing.
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And the head of the committee, and it doesn t matter, I don t know whether the Democrat reply has nothing to do with this, but the head of the committee says, we want to thank the gentleman from Indiana, and we want to recognize the gentlelady from Ohio.
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And I thought, we never.
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When s the last time you referred to a woman as a gentle lady?
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Or even a man as a gentleman.
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But never.
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So this now, I ll defend the politicians a little bit.
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I don t know this for sure.
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But coming up through student government and crap, we had to learn Robert s Rules of Order.
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Remember Robert s Rules?
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I don t know if that s part of Robert s Rules and Orders or not.
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It could be.
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I don t think it is.
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And if it s not, Gentle Lady, now that s a song, right?
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Isn t that by the guy from?
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Sticks?
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No, Gentle Lady.
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What is it?
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It s Gentle Lady.
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No, no, it s not.
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I m thinking of, oh, it s by the Grateful Dead spinoff guy.
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It s not him.
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His name is Bob.
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Singer s name is Bob.
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Robert Plant?
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No, Bob.
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Oh, darn it.
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I ll figure it out.
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We ll do it.
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We ll put it up on the next show or something.
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Anyway, so that s an example of, like, I m listening to this thinking, well, of course no one trusts someone who says the gentle lady.
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No.
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And the gentle man.
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Well, I m a little, like, when you say gentle lady now, not these days, I m like a little, is that OK?
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Can I say that?
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Is it OK to be gentle?
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Versus what?
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Versus a harsh lady?
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Exactly.
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Ma am or missus, I don t know.
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I m staying away from that deal.
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So that, yeah, I almost didn t bring that up because I didn t want to get political.
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But I just think it s an example.
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We had the situation yesterday.
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We were in a client where we were talking.
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They were calling on a Christian college.
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And our client, who was trying to sell something to Christian college, the guy prayed at lunch.
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And you ve probably had that happen a time or two.
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Maybe you ve done it before.
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Fine if you do.
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But there was one of those things.
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Everybody in the room was like, whoa, don t trust a guy that prays at lunch.
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Totally.
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That s interesting.
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Everything s off limits now.
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I know.
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Hey, we ve got a very special guest, and we re going to treat this a little bit differently than just an interview.
0
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Brian Gray joins us.
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Brian is president CEO of Revenue Path Group, RPG.
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They re here in Indianapolis.
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And we ve known Brian for years.
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He s run several digital media shops.
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He s been involved in the community and just a great guy.
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And so we re happy to have him on.
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We are going to be working with Brian at a client that Brian and I share here in Indianapolis.
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And so the purpose of this meeting, we weren t going to do a podcast.
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We were just going to talk about this client and what Brian s going to come in and do.
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But we thought, well, heck, let s just turn the mics on.
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I like it.
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I think Brian s message, Brian Neal, of course, your message is always good.
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Yeah, and we re both Brians with a Y. With a Y, yeah.
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It s even severer, if you re ashamed to say so.
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So I think Brian Gray s message is really vital to hear for our podcast listeners, just based on what I know about it.
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So Brian, welcome.
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Yeah.
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Thanks, guys.
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Great to be here.
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So why don t you give us a little taste of how you got into this?
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Because what niche are you in, and then how you got here?
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Because you ve done a lot of things that have kind of led you down this path to get where you are today.
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It just seems like a perfect match for you.
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Yeah, well, thank you.
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I ve always been obsessed with creating the perfect sales opportunity, right?
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When you think about most people, they think, well, if I had the right person in the room, it was at the right time, and sales seems so inefficient.
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And in pursuit of that perfect sales call, that s what I ve been looking for the last 25, 30 years.
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And over that journey, I ve met people involved in the neuroscience field.
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From a neuromarketing perspective, I ve been involved in the sales training field.
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And I feel like today with this world converging like it is, where the internet s bringing us closer and closer together,
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it s created some challenges that most organizations are not prepared to deal with.
1
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So I formed a group, a revenue path group, RPG, to help groups identify ways they can attract more, convert more, and sell more.
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Because we believe that the world is changing much faster than many of us can deal with.
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And what happens when the world changes so rapidly, it creates a state of dislocation.
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And we call them, we call the three deadly seas.
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commoditization, consensus decision-making, and compressed selling time.
1
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So not only does everybody sound the same, decision-making teams keep getting bigger and bigger, which creates delay in what does time do to deals.
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SPEAKER_00
Kills deals.
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Every single time.
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And now we have less space time than ever.
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Because when you think about before the internet, right, which many business leaders today did business before the internet, salespeople were actually information distributors, right?
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They were sharing knowledge and wisdom with one or two decision makers.
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Now, with the internet, 70% of the buyer s journey is complete before they invite you in.
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SPEAKER_00
And now you re walking into a room and there are five or six or seven people sitting around that room with their arms folded, staring at you saying, why should I pick you?
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I have three other alternatives, staring me right in the face.
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So we believe most firms aren t prepared to compete and win in a world where everybody sounds the same, they can t contain the room, and they have less face time than ever.
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So really we address that first and foremost because I think that creates the best fastest breakthrough for our clients.
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My educated guess is that everybody listening to this podcast has experienced exactly what you just talked about for sure.
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And I would even add to that.
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So you walk into the room, and there s the five to seven people standing there with their arms crossed saying, why should I pick you?
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There are also four to five people that aren t in the room that are going to be part of the deal, too, that just couldn t make it or didn t want to or whatever.
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SPEAKER_00
Ah, those hidden decision makers.
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Totally.
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So it s a really, really good topic to talk about.
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Brian, that s interesting because, you know, one of my leading questions is always, you know, have you found it very difficult to get the right decision makers in the room, right?
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Hey, Bill, we love what you had to say.
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We loved it, but they want to go a different direction.
1
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I thought, well, why weren t they in the room, right?
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Does they even exist?
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And secondly, why weren t they in the room?
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And the reason they weren t in the room is this wasn t worth their time.
1
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Yes.
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Right.
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So, much like if you want to stop being a commodity, you have to communicate in a way that separates yourself from your competitors because your prospect s brain won t separate you for you, right?
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And if you want to get higher-level decision-makers in that room, you ve got a message in a way that makes it worth his or her time, the gentleman or gentlelady s time, which is— Oh, good.
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Well done.
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Well done.
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Very nice.
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Applause.
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Yeah, applause track, please.
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If we don t message in a way that s compelling enough, which I believe most companies communicate way too low, right?
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They sell at the way wrong level.
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And if they really thought of the impact of what they did, the CEO, the presidents would show up in that room, but it s on them to do that.
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That s so true.
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I was just at a client yesterday.
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We were discussing this idea.
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Bill talks about this a lot, about belief in what you do.
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And I was at, it was a SaaS company, right?
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We love to talk about the SaaS companies around here.
1
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And that model is so straight, right?
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Get a demo, do the demo.
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And I m coaching them on their demo content.
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And I m just starting to work with this division of this company.
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I m like, oh my gosh.
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To your point, Brian, all the data in there, all the information that s coming at these people is not geared for an owner of a business or a franchise or whatever.
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No, and it s at the wrong part of the brain.
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I think that the buying decision happens at the limbic brain level.
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and we present the neocortex level, which those are two distinct parts of the brain.
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Neocortex is where logic, data, facts, and figures come in.
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Intellectual.
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Yeah, absolutely.
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It takes a disproportionate share of our blood flow and calories to keep it awake, so we choose not to use our neocortex when it comes to decision making.
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Our limbic brain is comprised of the reptilian and middle brain, is responsible for 90% of all decisions.
1
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The decisions that range from, I drove home and didn t remember it, to walking through the woods on a nice quiet day and you see a stick, but your limbic brain thinks it s a snake, to how we make a buying decision.
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Limbic brain doesn t know how to read.
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The limbic brain gets distracted easily.
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And all the limbic brain really cares about is eliminating pains, threats, and fears, and it falls for a great story every time.
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So think about the product demo.
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It s designed for something that I care a lot about as a product manager.
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And I m going to take you on this journey that interests me.
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You don t care.
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Yeah, and it s all bouncing up the neocortex.
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That s what happens, too.
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The product people stay in the office, in the conference room, whiteboard, da-da-da, come up with this great.
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That s what s happening, too, all the time.
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Have you ever read the book The Dragons of Eden?
1
SPEAKER_00
I have not.
1
SPEAKER_02
Okay, look up the book, The Dragons of Eden.
1
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It s by our friend Carl Sagan s from the 70s.
1
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Awesome, awesome.
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And he talks about, the book is about billions of the evolution of the brain.
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That s what it s about.
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And it literally, he takes you through where, that s all creatures used to have, was the limbic brain.
1
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Absolutely.
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When they first started and how the layers have gone on over time.
1
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So here s a question.
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It s like, done with Carl Sagan.
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Yeah, you lost me off a bit.
1
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Keep going, but yes, Bill.
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Yeah, no.
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I yield to the gentleman from Carmel.
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There are no gentle ladies here, are there?
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No, no.
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Here s what I see.
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It is very difficult.
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We talked about product managers, and we kind of threw them under the bus because they re focused on their products.
1
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But it is very hard to see a product through someone else s eyes.
1
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So we always see our product through our own eyes, and thus we resort to features and benefits selling.
1
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And let me tell you all the reasons you should work with us.
1
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What s the key to flipping the switch there and having me as a sales professional get out of my own head and get into the prospect s mind so that when we present something, we can at least have it be somewhat interesting to them?
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That s a great question.
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I speak a lot around the country about this as well.
1
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And you ve got to think about, because we talk to that person, that perpetual learner, right?
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They always want to keep learning.
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What we have to wake them up with is the fact that what they re saying doesn t make sense.
1
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Don t say to Brian Gray, I m a lifetime learner, because we know that you haven t learned anything in 20 years.
1
SPEAKER_00
Yeah, you don t want to.
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Not always, but we were just laughing before we went on.
1
SPEAKER_00
But you don t need to label yourself, right?
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You are what you are.
1
SPEAKER_01
Exactly.
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So the key, the first thing to understand is when people realize how the brain makes a buying decision, that s the most important thing is to understand that it doesn t care about you, right?
1
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The buying part of the brain is insanely self-centered.
1
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We ve known that intellectually for years.
1
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So why do we show up talking about ourselves and our futures and benefits, right?
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So we try to get people to understand that what they re saying is wrong.
1
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And then it shows up and it manifests itself in recent losses.
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Have you ever had this situation?
1
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So we ve got to get them to realize that what I am doing is not right.
1
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And then we kind of roll out how the brain does make a buying decision.
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And then we start teaching them to say, think about the pains and concerns and threats that your prospect has all day, every day.
1
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Forget what you do.
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just what do they drag around as excess baggage all day long is always on their mind.
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And the key then this is that we re shortcutting six weeks worth of work into five minutes here.
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But what you have to do is to be able to apply the value you create against those deep rooted concerns, stress and fears, not with what you do per se, but how can what you do really help them impact what s always on their mind.
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And it s a subtle but very significant shift, because that s what s going to get the reptilian brain and the limbic brain to pay attention.
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SPEAKER_00
And that s why people fall asleep, because your brain is what, 3% of your body mass, right?
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2% of your body mass, weighs three pounds, requires 20% of your blood flow and calories to keep it awake.
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So it s a very high energy consumption.
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Just to stay awake.
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Absolutely.
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which is why you never wanna present anyone out there an hour after lunch because the stomach is the highest energy consuming organ that you have and an hour after lunch, the brain s in battle with the stomach.
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Guess what s gonna win every single time?
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Which is why people fall asleep in your presentations.
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SPEAKER_00
You gotta bring your A plus game an hour after lunch.
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SPEAKER_02
You ve been following me around.
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SPEAKER_02
All my training sessions are 1 to 2.15.
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SPEAKER_02
Is that good?
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SPEAKER_00
Because no one ever says, man, I didn t listen to a word Brian said.
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SPEAKER_00
I slept the whole time.
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SPEAKER_00
Totally.
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SPEAKER_00
He s good.
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SPEAKER_00
Totally.
1
SPEAKER_00
Let s do it.
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So keeping the brain awake is really most of the battle.
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And starting your presentation by talking about yourself is a direct signal to disengage.
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So the key to answer your question in a long roundabout way, number one, understand how the brain makes a buying decision.
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Understand it doesn t really care about you and what you do until it realizes you can solve a unique threat.
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Interesting.
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How does the seller s brain get into this, too?
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So I m the seller.
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I ve got my neocortex brain cooking.
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I ve got my own limbic brain.
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And I m trying to connect with Bill s limbic brain.
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How do I have to adjust how I think, or can I, versus just his own?
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SPEAKER_00
Yeah, that s really interesting.
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Because presentations are all built from the neocortex.
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We re going to tell them this.
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We re going to share this.
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And we re building them.
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much different.
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But I see your own limbic brain, you re worried about eliminating your own pains, threats, and fears, meaning cash flow.
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Humiliation of not winning the opportunity.
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And so, I think that those fears or threats need to be dealt with, say, okay, what do I really need to do to make sure I win this opportunity?
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So, from a self-preservation perspective, I don t want to come back and tell my CEO that I thought I told you it was ours, but it s now not ours.
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So when you feel that, then you really make that change up.
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I m not going to start by talking about myself.
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I know it s easier to do.
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I know it s habit, but I m going to spend the first four minutes talking about them and not me.
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And we ll have groups tell us all the time that by simply rearranging,
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changing the order and spending the first few minutes on them and their threats and not you, they start engaging in the room and they win opportunities.
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SPEAKER_01
Yeah, right.
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SPEAKER_00
So it s your own threats and fears force you to change behaviors.
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It s good.
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It s the very thing that makes it hard to do is we are preoccupied with our own threats and fears, which makes it difficult to abort those and focus on someone else s.
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Absolutely.
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So we re talking with Brian Gray today.
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Brian is CEO of RPG, Revenue Path Group.
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And tell us a little bit about your business model and kind of how you work and who are good prospects for you and who do you work with typically, not by name,
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SPEAKER_00
Yeah, thank you.
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Business to business focused.
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I love that when there s an intermediary, intermediary being a salesperson, that s been my life and my calling.
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And I love that aspect of it.
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Know that the world s changed.
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So we look for organizations, B2B organizations that are currently struggling with standing out, right?
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They become commoditized.
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They don t know how to deal with multiple decision makers.
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They re used to a process driven approach that just doesn t engage the room.
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and they re really struggling when it s down to them and three other finalists.
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I think there are two really hard parts of sales today.
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Number one, standing out when everybody seems the same, and two, getting someone s attention, right?
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SPEAKER_00
Those are the two hardest parts of the revenue path.
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But we d like to help with groups developing out their three convincing advantages.
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What are the three compelling reasons why I should choose you over everyone else?
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That s critical.
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Now, if you can align your organization around that, that s gold.
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But let s at least have your sales team able to articulate the three compelling reasons why they should choose you.
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Then we develop what s called the NeuroPitch Deck, which is really a presentation designed to follow how the brain makes a buying decision in a visual manner that allows you to keep the brain awake and more importantly, engage the brain so you create great conversation, not arms folded,
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half asleep saying, thanks for coming in, Bill.
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We ll get back with you.
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SPEAKER_00
And then finally, we work to train sales teams to really win the room.
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Because if you can win the brain, you can then carry the room.
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And if you can carry the room, you could actually close the deal.
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SPEAKER_01
Yeah, that s really, really great.
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SPEAKER_01
Brian, you have a product or an e-book that you would be happy to share with our listeners.
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Tell us about that.
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Yeah, absolutely.
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It s called Sales is Broken.
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And it s for all of us guys and gentleladies that have been in sales for a long, long time.
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SPEAKER_00
And we realize that, wait a minute, this is not the world I was comfortable growing up in.
2
SPEAKER_00
And so it really does a good job elaborating on this and how the three deadly C s are impacting your business.
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SPEAKER_00
And where most groups look the same, they sound the same, they act the same.
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and if you don t make those critical adjustments you re going to be commoditized even faster and also become irrelevant.
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SPEAKER_00
So the e-book does a good job of allowing you to share it with others in your organization to get everyone on the same page to start making the right first right changes.
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SPEAKER_01
So if you want a copy of that, here is the URL, advancesellingpodcast.com forward slash broken.
2
SPEAKER_01
Put in your email address.
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SPEAKER_01
You ll get it sent to you immediately.
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SPEAKER_01
Advancesellingpodcast.com forward slash broken.
2
SPEAKER_01
We ll put that URL in the show notes, too.
2
SPEAKER_01
And then maybe down the road, we can do advancesellingpodcast.com slash fixed after we do all this.
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SPEAKER_00
How do you like me now?
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SPEAKER_00
Fixed by Brian with a Y, both of them.
2
SPEAKER_00
Did you, assuming I taught politics, did you know that Ron Estes ran against Ron Estes in Kansas?
2
SPEAKER_00
No.
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SPEAKER_00
No.
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SPEAKER_00
No, just the son?
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SPEAKER_00
No, just two other guys, and I guess they didn t like each other at all, and it was Ron M. Estes against Ron G. Estes.
2
SPEAKER_00
That s brilliant.
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SPEAKER_00
And on Ron M. Estes  Facebook page, it says M stands for America.
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SPEAKER_01
Oh, there s that.
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We appreciate you coming in today.
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SPEAKER_01
And this has been really interesting and final words.
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No, no, it s great stuff.
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SPEAKER_01
Good to reconnect with you.
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SPEAKER_01
And I m looking forward to doing some work with you, too, on our co- what do we call it?
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SPEAKER_01
Shared client.
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SPEAKER_01
How s that?
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SPEAKER_00
Yeah.
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SPEAKER_01
Thanks, guys.
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See you next time.