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Hey, we need your help with something, listeners.
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In this episode of the Advanced Selling Podcast, we rant about TV weather temperature reports.
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Bill teases us with a story he s not quite ready to tell.
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And we take a listener audio question about managing impressions in the marketplace.
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Welcome to the Advanced Selling Podcast, the longest running sales training podcast created exclusively for sales professionals.
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To help you create your own sales success, my name is Brian Neal.
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I m Bill Kasky.
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And we will be your hosts for today s.
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Hey, if you ve not done so already, go check out our products page.
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We ve got a great tool there called All In that thousands of you have purchased and tens of thousands of you have not.
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So go to the products page on the website.
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Go to look at All In.
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Great tool if you ve got a sales team that you manage.
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Great tool for your sales team.
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Distribute that.
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Give it to them for President s Day, if you live in the United States.
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If you don t, then maybe forget about President s Day.
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Forget about President s Day.
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And just got off the road.
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Saw my friends at our funeral directors consortium, if you will.
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Shout out to them.
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Good listeners.
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Great group down there.
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They are really good at implementing what they hear on the podcast, I ve noticed, for a good result.
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So if you want to know what that s like to bring us down and actually see the podcast live.
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Now, we don t actually record it live.
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We could.
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We could.
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It s really more about us doing our gig and our training live.
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Then you send us an email, listeneratadvancesellingpodcast.com.
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Put in the subject line, come see us, and we ll talk to you about that.
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I had a similar situation last week.
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I was in Houston for the Guardian guys and gals, Jason and his team.
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At Guardian.
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We had an awesome day together.
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And most of them are podcast listeners, and they too.
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It s nice when you walk into a room and you have half the people who have listened to the podcast, and things just go so much smoother.
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Shameless plug here.
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If I m a VP of sales or sales manager, and I m bringing in a speaker,
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What do you want to know what you re getting when you do that?
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And listen to this podcast.
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They know the little idiosyncrasies, the things that we talk about, the backstories, and stuff like that.
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It s really great.
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Yeah, it s awesome.
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It s really fun.
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I made a client mad, so I have to do a shout out.
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Because I mentioned two of her colleagues, and I mentioned something that she did, but I didn t mention the third one s name.
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Oh.
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something really good.
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So she did an email, this is a long time ago, a few episodes ago.
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She did this email called Going Out on a Limb was the subject line.
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She s gotten a great, great response from that.
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She can spit the stats out to you, but her name is Tracy.
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And so I said, you know what?
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I didn t say your name, Tracy.
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I said her friends  names, Jody and Pam.
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It s even worse.
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And I got to say Tracy.
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So I heard all about it.
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And I just said Tracy three times, and I only said those other girls  names twice.
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Who s going to be calling tomorrow?
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Who s going to be the other girls?
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OK, I was going to tell a story, but I want to save it for next time, because I m still working through it.
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I m still working on it.
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Can I say a little funny thing, then?
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Sure.
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I got to do for the first time ever.
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We re four minutes in, so you.
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I think it was great.
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I was giving a speech down in New Orleans, and there was a gentleman from Germany there, and he sneezed.
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So I got to say gesundheit and actually mean it, right?
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You mean it.
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Totally, right?
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Yeah.
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Instead of saying, God bless you.
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Did you run over to him and say it right in his face?
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Yes, he says, danke schoen.
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Postage rates, Brian, have gone up again.
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You knew that.
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I knew that.
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Everything s going up.
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That means trips to the post office are an even bigger hassle.
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It s so crowded and so expensive.
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But thanks to stamps.com, you don t have to worry about that part of it.
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Just use stamps.com to automatically calculate and print the correct amount of postage for every letter or package you send.
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Stamps.com brings all of the services, all of the services of the U.S.
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Postal Service right to your fingertips.
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You can buy and print U.S.
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postage for any letter, any package, any class of mail using your own computer and printer.
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Stamps.com makes it easy.
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They ll send you a digital scale, automatically calculate exact postage.
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They ll also help you decide the best class of mail based on your needs.
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Saves you money, too.
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They give you postage discounts you cannot get at the post office, including three cents off every first-class stamp.
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Right now, use my code ADVANCEDSELLING for this special offer.
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A four-week trial includes postage and a digital scale.
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So don t wait, go to stamps.com, click on the microphone at the top of the homepage, and type in ADVANCEDSELLING.
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Stamps.com, enter ADVANCEDSELLING and sign up today.
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With stamps.com, you ll never have to go to the post office again.
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Okay.
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Okay.
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We re going to play a question from a listener.
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And as we have said before, and we will say it again over and over, please send us your questions.
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We, in the next couple episodes, we re going to be using some, we love them.
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We love to hear your voices because I think the question is different when it comes from you than if we just read it from an email.
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Amen.
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And so we ve got a very nice young lady from Oklahoma who has a question.
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So let s listen.
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Hi, this is AJ and I m from Oklahoma and I m just reaching out because as a sales professional, I m a market manager here.
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I am new in my role and the firm has had a pretty bad reputation.
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So I went ahead and took this role because usually I m a sales beef and I can crush it.
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But what I m struggling with is the former clients of which there are many have a really bad taste in their mouth.
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about the product that we presented to them in the past and our product is people because I m in the staffing industry.
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There was a lot of no follow-up and there was a ton of turnover.
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And so if you gentlemen have any suggestion as to how I can go in and turn that frown upside down, how I can go in and tell them that, hey, there s a new sheriff in town and we do excellent work, please, please answer my question on the air because Lord knows I need all the help I can get out here in Oklahoma.
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I love your podcast.
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Thank you for taking my question and you gentlemen have a fantastic day.
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Well, thanks, AJ, for the question.
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Great job.
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And we appreciate you appreciating us.
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It s a double appreciation.
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It really is.
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And I love two things about AJ.
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One, just your spirit comes through the phone and the voice.
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It s really great.
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So I m sure that s how you are.
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And I love your confidence.
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I just love when people exude confidence just at the edge of cockiness, which I thought that was really good.
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I love her humility.
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I m a sales beast.
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I m a beast.
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I m a humble beast.
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Right.
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OK, so we will assume you are a sales beast.
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But we also assume that this is a challenge because,
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It really, you know, we re going to take your question and we re going to expand it a little bit and maybe put a different spin on it.
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And that is, any time you are in the field where you are having to manage an impression, whether it s your impression, maybe a prior salesperson who had the territory before you, their impression, or company impression.
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And what she s dealing with here is, how do we manage an impression that s not so good?
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There s a song called The Impression That I Get that s from the 90s.
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Do you know who sings it?
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The Impressions?
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I bet Doug Drozen knows, doesn t he?
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He got a little feelings for it.
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He sent us to, right?
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We did a little thing about My Density Has Popped Me To You, which is a quote from Back to the Future.
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Right.
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And Crispin Glover, who was playing McFly, said that when he was trying to ask his now wife out to marry him.
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But anyway, so The Impression That I Get is a song, and I bet Doug s going to tell us who sings it.
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I think the impression I get from Doug s email was he was not very happy.
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Sorry, Doug.
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You re still our friend.
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But he just wanted to let us know he was still there.
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So let s talk about the impressions that we get when we re out salespeople and we have to manage the impression.
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It s a great word, by the way.
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You want to go first?
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I ve got a couple of things.
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I ve got a couple as well.
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Yeah, I ll take the first stab.
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Yeah, please.
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You know, it s kind of like
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Brian, when we talk about anything here, when we first depict the problem as a question, we got to make sure we re asking the real question.
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So if I say to you, Brian, I really need to know how to manage my impressions of my customers because they re not very happy with our company, then we immediately go down that track.
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And I m not sure that s the right track to go down here.
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I think the question is, is do we know the customer circumstances?
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Do we really understand our customers?
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So rather than going in with a kind of an intention to manage a broken relationship,
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I m wondering if we would not make more headway if we went in to really understand their business, what they re trying to accomplish, their profitability or lack of, how I can help them increase revenue, reduce costs.
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John Jantz, our friend from Duct Tape Marketing, had a really good blog the other day.
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And he said, there s really only three things your customers want in their business.
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Increase revenue, decrease costs, and increase profit.
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And those first two result in the third.
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And I thought, you know, how you do all that is very different for each situation.
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But in this case, it s what s going on in their life.
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And how can we change the conversation from, you know, I know we screwed up a couple of years ago.
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We re a different company now.
1
SPEAKER_00
And it s like, is that really where you want to be?
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So my idea would be, forget that and go in and hold intention around what s their circumstance that I can help them with.
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I really like that.
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Kind of a left turn there.
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SPEAKER_00
It is a left turn.
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SPEAKER_00
Now I don t even want to do mine.
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SPEAKER_00
See this over here?
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Yeah, bam.
1
SPEAKER_01
Who s doing that?
1
SPEAKER_00
Who s doing that?
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We re not going to talk politics on this show.
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No.
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OK, so mine kind of goes, I m going to skip to my number two, because I really liked what you said there.
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Because I think it goes along with yours.
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And that is, do not overdo this.
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Do not overdo it.
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Here s what I see people do.
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They do things like, don t do this.
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Don t apologize for something you didn t do, right?
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And people think, well, I m the representative of the company, so I m apologizing on behalf of the company.
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You were 10 when this happened, right?
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Now you re 24, and you ve got a sales territory.
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That guy has a long memory.
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14 years.
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They re out there, aren t they?
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Yeah.
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And so don t over-gush.
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And I think this is what happens.
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We re so sorry that happened.
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We re going to do anything we can to fix it.
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And we re blah, blah, blah, blah, blah.
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SPEAKER_01
Totally agree.
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Makes you weak.
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It makes you look weak.
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It makes you so weak.
1
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Yeah.
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It s OK to acknowledge, like, you know, it sounds like we had a really bad experience with you three years ago.
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And that was three years ago.
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So we re here to talk about today.
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Acknowledge that that must have sucked.
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And you may still be hungover.
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Don t hide from it.
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That s right.
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And we have today and going forward.
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And it s what we have.
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And so that s where I m going to live.
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And you don t say it in a dismissive way.
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You just don t sit and gush.
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And I see people do this all the time.
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They do.
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I m so sorry.
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Or they strategize for hours.
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Well, what if he says this?
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SPEAKER_00
Well, then you come back and say, well, that customer service department s changed now.
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SPEAKER_00
We don t have the same people.
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SPEAKER_01
Yeah, give them a discount.
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Let s do a buy one, get one for the first two months.
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Without they didn t even ask.
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They didn t say they were pissed anymore.
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BOGO.
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Anyway, the BOGO.
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So here s another cousin to that one, and that is, it could be that you start by saying, look, and acknowledging the situation, look, I know we had a problem last year, I know that there was a fair amount of upset on both parts, especially your part, because you weren t able to get the product, and I totally understand if you say, I am gonna hang on to this, and we are not gonna do business.
1
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If that s the case, then let s talk about that, and maybe we are done.
1
SPEAKER_00
I mean, I wouldn t be quite that,
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blunt, but I think once you acknowledge, look, I understand if you don t wanna do business with us, then I m not going to come back here every two weeks and see if you wanna, but I think if just an acknowledgement of the issue and the acknowledgement of maybe this is still not over yet.
1
SPEAKER_00
And then you can get past it and like you said, Brian, look to the future.
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I m gonna live in the present and in the future, and if that s not where you prefer to live, that s totally okay, it really is.
1
SPEAKER_00
Well, if that has to be, it has to be okay, right?
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I m going to quote the Jacksons, if I might.
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I want you back.
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And I m going to change it and say, do I want you back?
1
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Which is kind of what you re saying.
1
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And so I think one time, sometimes what we do is we go in this like from an ego standpoint, like I m going to win them back.
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We did 150,000 with them for three years in a row.
1
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I m going to get all that back, right?
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Watch this.
1
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And so the counsel here is to first question, do I even want them back?
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Maybe the way that they were caused some of the problem.
1
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Maybe the way that they were made us look bad.
1
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Maybe they re too picky.
1
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Maybe they have too high of a standard for customer service or whatever.
1
SPEAKER_01
And no wonder they re upset, because they re impossible to please.
1
SPEAKER_01
I don t want them as part of my portfolio.
1
SPEAKER_01
And then if you re going to go there, then if they used to do 150 for three years, now they did 10, don t try to go from 10 to 150 the next day.
1
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Go from 10 to 15.
1
SPEAKER_01
And then go from 15 to 30.
1
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And let it evolve over time.
1
SPEAKER_01
Start slow back in.
1
SPEAKER_01
Yeah.
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SPEAKER_00
Yeah, that s good.
1
SPEAKER_00
Well, I ve got kind of a 3B to that one, then, and that is don t be a salesperson.
1
SPEAKER_00
I think the further away we can get.
1
SPEAKER_00
I had a role play in a meeting three days ago.
1
SPEAKER_00
I won t say who the group is, because I know they listen to the podcast.
1
SPEAKER_00
But when we did the role play, the person role playing launched into sales mode.
1
SPEAKER_00
And they could be talking like this.
1
SPEAKER_00
Hey, Brian, how s it going?
1
SPEAKER_00
What s going on?
1
SPEAKER_00
Yeah, it s good to see you.
1
SPEAKER_00
Okay, let s roll play.
1
SPEAKER_00
Hey, Brian, good to see you, man.
1
SPEAKER_00
Hey, listen, let me tell you why I stopped by today.
1
SPEAKER_00
And they move into the sales mode.
1
SPEAKER_00
We did that a little bit in the account management thing last week.
1
SPEAKER_00
But the point is, don t be that person.
1
SPEAKER_00
It does not help you.
1
SPEAKER_00
It hinders you.
1
SPEAKER_00
It makes you weak.
1
SPEAKER_00
It also is not authentic.
1
SPEAKER_00
And the power that you have from being who you are, it s sucked away when you go into that mode.
1
SPEAKER_01
So don t go into the mode.
1
SPEAKER_01
reminding me of that.
1
SPEAKER_01
It is so true, isn t it?
1
SPEAKER_00
Oh, what a disaster.
1
SPEAKER_00
Have you ever heard Adam Carolla do his weather impersonation?
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SPEAKER_00
Morning drive time weather.
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SPEAKER_00
Hey, it s 39 in Seattle.
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SPEAKER_00
It s 39.
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SPEAKER_00
And then it s 39 here.
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SPEAKER_00
It s 39 here.
1
SPEAKER_00
Oh, it s 40 down there.
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SPEAKER_00
It s 39.
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SPEAKER_00
And it s like, do we really need to know?
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SPEAKER_00
Exactly.
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SPEAKER_00
Every city.
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SPEAKER_00
Yeah.
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37 in Cloverdale.
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36 in Bloomfield.
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SPEAKER_01
I m like, there s like eight people that live there.
1
SPEAKER_01
Like, I m an indie.
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SPEAKER_01
Exactly.
1
SPEAKER_01
And I can tell how cold it is, right?
1
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Anyway.
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SPEAKER_00
And the way to do it is if the cities are an hour away, and one city is 35 and the other 70, there you got something to talk about.
1
SPEAKER_01
Well, listen to this.
1
SPEAKER_01
Pretty much 41 across the Midwest right now.
1
SPEAKER_01
In eight states, every city s at 41, so glad you know that.
1
SPEAKER_01
Or, I know, I know, get on a rant here.
1
SPEAKER_00
Or now they can pinpoint what time it s going to be, what temperature tomorrow.
1
SPEAKER_00
So 3 o clock, it ll be 39.
1
SPEAKER_00
4 o clock, it ll be 39.
1
SPEAKER_00
At 5 o clock, it ll be 39.
1
SPEAKER_00
Now we re like, oh, now we re going every hour.
1
SPEAKER_00
At 5 o clock, it s going to be 38.
1
SPEAKER_00
I m like, whoa, whoa, whoa.
1
SPEAKER_00
What did you say?
1
SPEAKER_00
What was that?
1
SPEAKER_00
Did you hear that?
1
SPEAKER_01
Did you say 5 o clock?
1
SPEAKER_01
Yeah.
1
SPEAKER_01
So at 4.58, I m going to put on my heavy coat.
1
SPEAKER_01
I m going to get my parka.
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SPEAKER_01
Okie doke, I have no more.
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SPEAKER_00
That s all I have.
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SPEAKER_00
I think just don t be a salesperson.
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SPEAKER_00
I think if you change your mindset and intention to, and it s almost like you said, you know, if you re doing 150 and now it s down to 10, it s almost like starting over.
1
SPEAKER_00
So you take the 150 and just get it out of your mind because that s irrelevant.
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SPEAKER_00
That was yesterday.
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SPEAKER_00
Work on today s issue, not on yesterday s.
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SPEAKER_01
AJ from Oklahoma, thank you for the question.
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SPEAKER_01
And those of you who have not done so, send us an email.
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SPEAKER_01
Listener at AdvancedSellingPodcast.com.
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SPEAKER_01
You know we love to take questions and we really appreciate that.
1
SPEAKER_01
If you haven t already done so, go to our website and check out the Ultimate Pregame audio program.
1
SPEAKER_01
Go do that right now.
1
SPEAKER_01
Just go to UltimatePregame.com and check out the products page while you re there.
1
SPEAKER_01
And join the LinkedIn group.
1
SPEAKER_01
We ve got 70,000 of your favorite friends talking about selling at the AdvancedSellingPodcast.com slash LinkedIn group.
1
SPEAKER_01
That s it.
1
SPEAKER_01
We ll see you next time for the latest episode of the Advanced Selling Podcast.
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SPEAKER_01
Bye.