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Welcome to the Sell or Die podcast.
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I m your host, Jeffrey Gittimer.
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And I m your host, Jen Gittimer.
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Well, in this podcast, we re going to help you attract more qualified, unbelievable, ready-to-buy clients.
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We re going to help you build loyal relationships.
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And the one thing you re hoping for, close more deals.
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Let s get into it.
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It s time to sell or die.
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Welcome back, diehards.
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We today have a friend of mine, a guest of ours, and an all-around great guy from Indiana, which means not only is he honest, he s a nice person.
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When you re from the Midwest, you re a medial, and he s bald.
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So he s got the big three going for him.
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Midwest, honest, bald.
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Can t beat it.
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And successful.
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Oh, yeah, very successful.
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But that s that comes with being in the Midwest, you have a chance for success without having to be a jackass.
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And Glenn is although probably there probably be a couple people who call him a jackass, but I would not.
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And I m word from the jackass capital of the world.
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So we know one when we see one, but Glenn has built a business based on personality,
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and doing it the right way.
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We went into Shapiro s Deli one day in Indianapolis, one of my favorite places to eat on the planet, and he knew everybody.
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Literally, we couldn t eat.
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We could not eat because people kept going, William Bill, how are you doing?
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I bought a house from you in 1907.
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And it s just nice when you get acknowledged that way.
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And it s also an affirmation for how you ve conducted yourself over a period of time.
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Because the one thing I learned in the Midwest is consistency is the hobgoblin of success.
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So Glenn, talk to us about what predated your success.
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Like where did you actually, where did you start out?
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Tell us your backstory.
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Sure.
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So, you know, before I met Jeffrey, you know, I met Jeffrey at a seminar, I don t know Jeffrey, 15 years ago when you were speaking at a public seminar.
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Wow.
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And I was bald then too.
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And Jeffrey always, when he speaks publicly, and I recommend if you have an opportunity to see him speak, go.
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And if you re bald, you get free stuff.
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And so I was sitting in the audience and Jeffrey s like, you know, I m going to give away stuff.
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And then he goes, who s this bald guy?
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And you know, he didn t know me.
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And that was my very first experience.
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Gave me the little red book of selling.
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which seriously was the foundation.
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I mean, I ve been selling for 35 years, for 20 years.
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But what it goes to show you is you re never too old, and you re never too successful to learn new ideas.
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But very simply, my backstory is that I was a college football player.
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I decided to start a family and leave college football.
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I had to find an apartment.
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I was 19 years old.
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And so my soon-to-be wife and I went out looking and for $445, we found an apartment and a fantastic gentleman by the name of Dusty Asbury and his husband, Louis Moreno, put me in
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our first apartment.
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My wife and I made $11,600 our first year together with a child.
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And Dusty and Louis became fast friends.
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They said, we re looking for a leasing agent.
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And I said, great, I m looking for a job.
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So I quickly became a leasing agent for their property management company.
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And as I tend to do, I think there were about 80 to 70, 75% vacancy.
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And I said, guys,
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I said, this is unacceptable.
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I said, I ll get everything leased for you within a period of a few months.
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They said, how are you going to do it?
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I said, free groceries.
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So I had a friend who owned a grocery store and I said, look, I need vouchers for $300 worth of free groceries.
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We re going to pay you $150 for the $300 worth of groceries.
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And our
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tenants will come to your grocery store every time.
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I told the property owner that I needed $300 for $300 of groceries.
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He said, but Glenn only paid him $150.
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And I said, well, exactly.
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You re going to pay me the other $150 as a bonus for every apartment that I lease.
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So it s $300 either way.
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And I got paid $150 to lease apartments extra than what I was getting.
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Well, we ran that promotion.
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And quickly, they were cutting me
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bonus checks for like $2,500.
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And he s going, what in the hell is this guy doing?
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And so they quickly said, Glenn, you know what?
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You ought to think about getting in the real estate business.
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So that s really how my real estate career started.
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And actually, what s so cool, I ve written two bestselling books right now.
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You guys, I m sure, have a service that books you.
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And lo and behold, VanRoy Properties comes across, they re looking for a speaker.
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And I called in, I said, you re not going to believe this.
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I was Carl VanRoy s leasing agent 32 years ago.
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She calls Carl, Carl goes, you got to be shitting me.
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And boom, I m going to be doing a team building session for VanRoy Properties, my very first property management job.
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32 years later, and I actually mentioned Carlton in the book, and that story is in the book of how I created this thing that I called attitude-based selling, which is something that we re coming out with.
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It s how to use a positive attitude to sell more by being a part of something bigger than you and helping everybody win.
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The grocery store won,
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The tenants won, my owner won, and guess what?
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I won.
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We created four winners in that game plan.
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And you know what?
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They were at 100% occupancy.
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And when you re at 100% occupancy on the multifamily business, guess what you can do?
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Lower your cap rate and raise your price and sell the building.
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So just because you re at 100% occupancy, I probably raised the value of that building for him by about $750,000.
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Wow.
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Way to go.
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We bought an apartment house, my dad and I bought an apartment house when I came back from Europe in 1968.
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And it had like a 75% occupancy rate.
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I got it to 104%.
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By furnishing apartments,
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leasing them out and allowing people to break the lease if I just kept their security deposit.
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So I m at 104% occupancy and we sold the building for $100,000 profit literally in less than two years.
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And this is in the sixties.
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This is pretty interesting.
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My father is a family business person.
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And when we sold the business, I m thinking, oh great, I get 50, he gets 50.
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No, no.
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My mom got 25, my brother who didn t do shit got 25, and my dad got 25, and I got 20.
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I was furious.
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But businesses work.
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That is true.
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And you know, the lesson there is it s always good to make sure it s your family business, not your father s family business.
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Exactly.
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I ve pretty much done the same thing.
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Yeah.
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And, you know, I m sure, you know, you have more kids than Carter s got a little liver pills and grandkids.
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So there s a big split coming up for somebody someday.
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That s true.
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So what happened was I got into real estate at the age of 12, I got my license at the age of 18, at the age of 19, just had gotten married at the age of 20, started my sales career, walked into a large 75 person real estate company.
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I mean, this is my competition, huh?
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because I m like, I m going to outwork every one of you.
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And they were pissed because they said, oh, Glenn s from a big Catholic family and everybody gives him business.
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You know, if I was Glenn Bell, if I was Glenn Bell, I could be the number one salesperson.
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So I quickly rose to the number one listing and sales agent in that company.
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And then at 23, I went out.
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Well, when my broker, it s funny how real estate agents are.
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I closed the deal, the commission was $2,500, and I got a check for $1,160.
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And I went, where the hell did the other 50% go?
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They said, well, that goes to the house.
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And it took me one check.
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And I said, oh, I need to be the house.
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I get it.
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So 36 months later,
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I purchased my first Century 21 office with two other people.
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We quickly grew that from $600,000 in revenue to $10 million in commissionable sales revenue.
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And we ended up with three offices and 155 agents.
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And then we sold everything when I was
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About 39 years old, I want to say, it was about 14 years ago, we sold all three buildings and all the agents.
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Then I began my speaking career.
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I actually was doing source of sales.
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People said, how in the world did you grow from 23 to 37 and how d you grow it?
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Well, what I did was I built my company on sales meetings and public speaking.
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because most of the real estate companies in our marketplace had shitty sales meetings on Tuesday.
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Mine were awesome.
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Why?
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Because I would get the greats.
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I would get the Jeffrey Gettemers, the Tom Hopkins, the Floyd Wickmans, the Tony Robbins, the Jim Rohns, and I would condense their material, make it applicable to what I was doing.
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But they re usually based on the fundamentals of the greats of our industry.
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And I taught people.
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I taught people things that were already in the marketplace.
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And pretty soon,
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real estate agents just started coming to my sales meetings.
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I said, guys, just come on in.
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We have a blast.
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Our sales meetings don t suck.
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They re full of value.
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Stay at your company.
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You don t need to even come and be with us.
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Well, obviously, you know what happens.
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They come into my meetings, we blow them away and they go, man, we got to go to work with this guy.
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We need a new desk.
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We need a new desk and we re happy to do it.
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So that s, yeah, that s how I did it.
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And, uh, you know, we sold a ton in 2008 and I sold 200, you know, after the crash, sky s fallen in, I sold 238 homes in one year.
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Wow.
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Right.
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Everybody.
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Here s the, this is what people don t understand.
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Glenn was a football player.
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When you play football, you have the discipline of getting in shape by doing two a day trainings.
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Three a days back then coach.
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Okay, so two days or three days, but he s used to working his ass off.
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Yeah.
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And everybody else is used to taking a break and having a beer.
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Yeah, everybody else is into, see, I m comfortable being uncomfortable and I m comfortable making other people uncomfortable.
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And I think sometimes that s the secret sauce.
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So I coach football for 25 years.
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You asked me to do this on Labor Day.
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I m like, you re working on Labor Day.
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I said, shit, I coach football for 25 years.
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I never, I haven t had a Labor Day off in 30 years.
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You know, we practice first thing in the morning.
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Yeah, I think there s something about the game.
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I love the game.
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The game s taught me so much.
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I ve given a lot to the game.
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The game s given me a lot.
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And based on this premise that we were talking about off air, look it, I coached one of the most successful high school football teams in Indiana.
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And I coached over 1,500 kids in my marketplace.
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And those 1,500 kids each have two parents.
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So that s now 3,000, that s 4,500 people that I ve impacted direct.
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So, you know, the first thing I tell my recruits when they come and sell for me, I told this to Alex Montagan, one of my top sales guys, graduated from Butler, he s selling pacer tickets, played baseball at Butler.
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I said, Alex, go to Zionsville High School.
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Zionsville was the number one per capita market income and home price in Indiana, central Indiana.
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I said, go coach the baseball team.
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He said, are you serious?
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I said, go coach Little League.
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So he goes and he coaches the junior high team, sells an 850, a 780, and a 1.2, all three from parents of who he taught.
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I said, how freaking hard is this?
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Wow, that s amazing.
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Listen, what he did, he didn t coach a team, he inspired young kids who loved him.
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Yeah.
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And those young kids go home and say, my coaches.
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Really?
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Who s your coach?
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Glenn Bell?
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What does he do?
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He sells real estate, honey.
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Oh, we need a real estate agent.
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Well, let me tell you what I told my kids.
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Number one, you always respect your parents.
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Number two, don t be a pain in the ass.
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Number three, help them around the home.
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And number four, tell them you love them and thank them that they sent you to Bishop Chetard High School to play football.
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Now, when your players come home and talk to their parents like that, you better believe you know who the only real estate agent is.
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And I m like, I don t care if you don t mean it.
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You tell them you love them and you thank them
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even if you don t mean it.
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And boy that, you know, I ve had parents call me, you know, weepy.
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Oh my God, I can t believe, you know, that you would say this.
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And that s what we did.
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You re in the real estate business.
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You re being successful.
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You ve figured out that by being a great coach, by being a great guy, by helping inspire kids to win, you earn business without advertising.
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Like, you don t say I coach kids, you just do it.
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And as a result of it, not all of your business comes from that.
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But the word of mouth is so valuable, it s scary.
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It is, and when you think about it, on Friday nights, we would have an average of 3,000 to 4,000 people that would come to the games.
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So it was the indirect, right?
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I was in front of 3,000 to 4,000 prospects every Friday night.
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And we d show up, and I d always walk through the parking lot on my way.
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We always got there an hour, an hour and a half early.
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And I made it a point to shake everybody s hands, all the alumni, all the parents.
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I didn t give a shit who it was.
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and I would shake their hand.
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I would engage with them.
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I would ask how I could help them or their life and they d always tell me about how great their kids were.
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Then I d go coach the football game but it was before and after where you look at sales as a contact sport period and I found a way on Friday nights.
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I shook a hundred hands every Friday night, every fall for
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for 25 years.
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So in this book, which I know the source of sales book, that s our playbook.
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We have a formula called CACC, contacts, appointments, contracts, and closings.
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And so I don t care what sales profession you re in.
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We always work it backwards.
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How many closings do you want to have, right?
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How many contracts does it have to get to get those closings?
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How many appointments does it take to get to those contracts?
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And how many contacts does it take to get to those appointments?
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The CACC formula
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It s changed people s lives, but the bottom line is you ve got to talk to people when it s all said and done.
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There s a saying that your mom had, especially if you live in the Northeast, never talk to strangers.
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Right.
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And she didn t finish the sentence.
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Never talk to strangers unless you want to amount to something.
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Right.
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Then you always talk to strangers, because that s where your new knowledge comes from.
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That s where your the wisdom of the street comes from.
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And that s where you meet people that can make a difference in your life.
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Yeah, real connection.
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I have a whole list of openers.
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But one of my openers says, Hey, I m just curious, do you own any real estate?
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I don t care who I was talking to.
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Yeah.
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And if they go, No, I would go, would you like to?
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And you know, then there you go.
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I m like, guys, that s all you got to do here.
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And so when you go back to some of your other openers, when I talk to people, so I ll do.
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Um, uh, okay.
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So do you, uh, own any real estate?
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Would you like to, Hey, I m just curious.
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Do you love where you live right now?
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Right.
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I m just curious if you had an opportunity to live in a better place at a lower price, would you be interested in taking a look at some things?
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Yeah.
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Hey, I want to ask you a question.
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If I could help you lower your personal overhead by 10% and put you in a nicer home, is that something you d be interested in learning about?
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There s another aspect of that, and that is the average person owns a home for five or six years.
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And so I would, and I m sure Glenn asked the question, how long have you lived in your house?
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Because if it s 13 years, it s time to move.
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Right.
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They just haven t figured that out yet.
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One of my other favorites is how much do you love your wife?
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Because I got a great place for her.
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Oh boy.
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Wives always like that one.
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I m looking at this piece of shit house that you have your wife living in.
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How d you like to really become a hero?
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Exactly.
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Exactly.
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And the cool part is, real estate in Indiana was affordable, and banks would bend over backwards to get you in the home because it settled you, it made you a participant in the community.
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When I bought my house in Bean Blossom, I went into the bank that was owned by Blanche Crawford, who was 84 years old at the time.
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Oh, yeah.
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And I said, I want to buy Ron Gray s house.
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And she says, how much is it?
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And I said, it s, it s $80,000.
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This is a house, a log cabin house on 30 acres of land.
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$80,000.
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She goes, how much are you going to put down?
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I said, I don t know, probably like 20.
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And she said, well, make it 25.
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And you got yourself a mortgage.
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I said, do you want to know my name?
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I got a very similar story.
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I had a buddy that passed, unfortunately.
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He had a couple doubles that I wanted to buy.
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A guy called me because he d been following me and watching me.
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And he said, hey, I just got to get to know you.
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What you re doing is incredible.
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And we have breakfast.
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And he s like, is there anything I can do for you?
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And I said, well, I ve got a couple doubles that I need to buy.
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And I promised that I would get this thing closed.
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I m kind of up against the wall.
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And I need $150,000.
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He goes,
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Yeah, well, that s fine when you want me to wire.
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I said, are you kidding?
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He goes, oh, Clint, I know you, it s fine.
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And I m like, we just met for breakfast, bro.
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And so set up the closing, and he wires $150,000.
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He calls me three days later, he goes, hey, you know, I probably should have had you sign something before I sent the money.
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And I said, send whatever you want.
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I said, you know, I ll refinance it and get it off your books.
1
SPEAKER_01
But I mean, my God, that s the value of personal relationships.
1
SPEAKER_01
That s the Midwest.
1
SPEAKER_02
And the value of what you have, which to me is a deep commitment to relationships.
1
SPEAKER_02
Sure.
1
SPEAKER_02
Connection, real connection and long-term relationships.
1
SPEAKER_01
And I love that and I think it s good.
1
SPEAKER_01
I tend to think relationships and relationships selling can sometimes be overused.
1
SPEAKER_01
and can be sometimes, I don t know, over-dramatized.
1
SPEAKER_01
What I really do is, you know, I founded this thing, the University of Attitude.
1
SPEAKER_01
So I have a lot of people that follow me.
1
SPEAKER_01
I think I sent Jeffrey, you know, my posts hit a half a million views at a time.
1
SPEAKER_01
We have six million people follow us.
1
SPEAKER_01
So I can t build relationships with six million people, but I can add value according, you know, this is a Jeffrey thing, right?
1
SPEAKER_01
Jeffrey really taught me, especially in Little Red Book and Cha-Ching,
1
SPEAKER_01
how to get the masses to need what I have right and that was the Patterson if I remember was in your book and and the story of the uh the receipt and so that s what I you know people wanted to receive
1
SPEAKER_01
The bottom line is people need an attitude boost, right?
1
SPEAKER_01
People need to feel good.
1
SPEAKER_01
So I am a great relationship person, but I deliver, I like to believe that I deliver so much massive value to people that I don t know.
1
SPEAKER_01
They can t help, but use me for whatever they re doing.
1
SPEAKER_01
And so, you know, we go, go ahead, coach.
1
SPEAKER_00
you re a friendship person, not just a relationship person.
1
SPEAKER_00
Yeah, because we have built a friendship over the last 15 years.
1
SPEAKER_00
That s not penetrable.
1
SPEAKER_00
We ve eaten at each other s homes.
1
SPEAKER_00
His kids are my fans.
1
SPEAKER_00
Right.
1
SPEAKER_00
And I think literally, if I told them what to do, they do it before you told them what to do.
1
SPEAKER_01
There s no question.
1
SPEAKER_01
Yeah, there s no question.
1
SPEAKER_00
But the challenge is, it s from a desire, not from an obligation.
1
SPEAKER_00
And that s the whole process.
1
SPEAKER_00
When you create that friend, and I literally, I learned how to be a friend and a neighbor in Indiana.
1
SPEAKER_00
Yeah, I didn t know it in New Jersey, because there s no name, you meet your neighbors in New Jersey, when you have your garage sale, when you re leaving, that s true.
1
SPEAKER_01
And they won half price for all your stuff.
1
SPEAKER_01
In Indiana.
1
SPEAKER_01
They help you move.
1
SPEAKER_01
Huh?
1
SPEAKER_01
They show up to pack your truck.
1
SPEAKER_02
Yeah.
1
SPEAKER_00
So I move into this house on 30 acres of land, and I m a retired veteran, lives up the street, John Klepper, who s renting a farm.
1
SPEAKER_00
And he comes down and says, Can I borrow your mower?
1
SPEAKER_00
Because I had one of those sit down mowers that came with the house.
1
SPEAKER_00
I said, John, you can have it just mow my lawn.
1
SPEAKER_00
He goes, Really?
1
SPEAKER_00
Yep.
1
SPEAKER_00
And the guy drives up the road with my lawnmower, comes back every week, mows my lawn.
1
SPEAKER_00
For four years, no, one week he was sick and I had to mow my own lawn.
1
SPEAKER_02
Oh no.
1
SPEAKER_00
And the twins came out and started taking pictures of me on the lawnmower because they knew what a rare event it was.
1
SPEAKER_01
I, a similar story, my old basketball coach in high school, uh, I have a guest house.
1
SPEAKER_01
You saw the house next to my house, that brown brick one.
1
SPEAKER_01
And, uh, I rent it for a pretty high number.
1
SPEAKER_01
And my, uh, old basketball coach lost his wife and we were talking and he always used to come up every summer.
1
SPEAKER_01
Cause he taught driver s ed and he hadn t been up cause of COVID.
1
SPEAKER_01
And I said, coach, you coming up this summer, we would always have, his name was Clovis Stinson.
1
SPEAKER_01
What a great Midwest name.
1
SPEAKER_01
played at Washington High School with George McGinnis and Billy Keller, actually.
1
SPEAKER_01
And so he said, you know, nobody will do a short-term lease with me, Glenn.
1
SPEAKER_01
I said, I ll do a short-term lease, get your ass up to Indiana.
1
SPEAKER_01
He said, well, Glenn, I can t pay.
1
SPEAKER_01
I m a Catholic school teacher.
1
SPEAKER_01
I can t pay.
1
SPEAKER_01
I said, just you pay me what you feel is fair.
1
SPEAKER_01
He goes, but I tell you what I ll do.
1
SPEAKER_01
He said, I ll work around your property for two months.
1
SPEAKER_01
let me tell you something.
1
SPEAKER_01
I have landscapers, I have trees.
1
SPEAKER_01
This 77-year-old guy has my property looking, I mean, so good.
1
SPEAKER_01
Every day, he works every day and he s cutting limbs, breaking limbs up, burning shit, because that s the right thing to do.
1
SPEAKER_01
And that s what he does.
1
SPEAKER_01
And it s been a pleasure to have him.
1
SPEAKER_01
But it s like, I don t know people
1
SPEAKER_01
that are 50 or younger that even have an idea of what work ethic is or responsibility to neighbor or anything like that.
1
SPEAKER_00
But there is a responsibility to neighbor is huge.
1
SPEAKER_00
When I was driving in Brown County in the winter of 77, 78, which was the fiercest winter ever,
1
SPEAKER_00
The blizzard.
1
SPEAKER_00
My car gets stuck in the snow.
1
SPEAKER_00
I was not allowed to touch my car.
1
SPEAKER_00
People would come out, get it out of the snow.
1
SPEAKER_00
I d be drinking hot chocolate and waiting for my car to get out of a rut.
1
SPEAKER_00
And that s how it is.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
Yeah, it happens.
1
SPEAKER_01
It s it s it s kind of fun.
1
SPEAKER_01
It s a great place to be and a lot to learn.
1
SPEAKER_01
But what else do we what do you want to talk about sales wise?
1
SPEAKER_00
Let me explain how this evolves.
1
SPEAKER_00
Glenn s very successful business person.
1
SPEAKER_00
And I put a program out to become a speaker and Glenn shows up.
1
SPEAKER_00
He was the biggest mouth guy in the room who refused to sit down, but he controlled the entire meeting from the back of the room, which I totally love.
1
SPEAKER_00
And he wanted to become a speaker.
1
SPEAKER_00
So we had all these, I think it was two weekends.
1
SPEAKER_00
We came down, picked Glenn as one of the, as one of the guys, but Glenn didn t really want to do it with me.
1
SPEAKER_00
He wanted to do it on his own.
1
SPEAKER_00
And he started out and it didn t go as well as he would want.
1
SPEAKER_00
And I have an email from you.
1
SPEAKER_00
Yes, I know.
1
SPEAKER_00
I don t think there s enough money in this for me.
1
SPEAKER_00
And I said, you stick at it.
1
SPEAKER_00
There s plenty of money and you re just not earning it yet.
1
SPEAKER_00
And that was 10 years ago.
1
SPEAKER_00
How s it going so far?
1
SPEAKER_01
It s great, but the funnier story, and this gets into a little bit of business and who I am and how I ve done it.
1
SPEAKER_01
Michelle Joyce, God love her.
1
SPEAKER_01
I got no problem with Michelle, but the assignment was to read one of Jeffrey s books.
1
SPEAKER_01
Well, I m a, I m a freaking football sales guy.
1
SPEAKER_01
I don t read books.
1
SPEAKER_01
Okay.
1
SPEAKER_01
And so I kind of blew off the assignment and I just created my own speech.
1
SPEAKER_01
so everybody else is giving Gittermer content and I get up there and I m pacing back and forth and I use the word violence and like Michelle like jumped oh don t ever use that word in his speech and Glenn when you speak you have to stand still and you have to tell stories and I m going this is the biggest bunch of crock of shit I ve ever heard in my life I m like whatever and so she goes
1
SPEAKER_01
Glenn, have you ever read anything from Jeffrey?
1
SPEAKER_01
I m like, no.
1
SPEAKER_01
She s like, do you realize that part of what you re doing here is to go through Jeffrey s content?
1
SPEAKER_01
Well, I don t, I feel like Jeffrey, he saw something in me that I m eternally grateful for.
1
SPEAKER_01
And he goes, Glenn, look it.
1
SPEAKER_01
You obviously didn t understand the assignment, which was a common theme for me in school.
1
SPEAKER_01
Like I was the guy they said, who didn t put their name at the top of the paper?
1
SPEAKER_01
Oh, it had to be Glenn Bill, right?
1
SPEAKER_01
I said, do the odd problems only.
1
SPEAKER_01
And I d turn in the even problems.
1
SPEAKER_01
It s just how I roll.
1
SPEAKER_01
And so, you know, Michelle, I could tell was not real happy with it.
1
SPEAKER_01
And Jeffrey was so kind.
1
SPEAKER_01
He said, read my freaking book, redo the speech.
1
SPEAKER_01
Here s why this wasn t an issue for me.
1
SPEAKER_01
I prepared football game plans from 10pm to 4am and gone out and perfected I m like, that s fine I got his book, it was just like a playbook got the assignment came back Jeffrey was nice enough to let me present again and then he chose me to be one of the speakers so that that was cool really cool.
1
SPEAKER_00
The challenge was this, he wanted to do it.
1
SPEAKER_00
At first, he wanted to do it his way.
1
SPEAKER_00
But then he decided, well, let me do it a way that might work.
1
SPEAKER_00
And because everyone rebels at first, I don t want to do it this way.
1
SPEAKER_00
I want to do it my way.
1
SPEAKER_00
And Michelle was my way or the highway.
1
SPEAKER_00
Yeah, Jeffrey was no, this guy s good.
1
SPEAKER_00
I don t care what he does.
1
SPEAKER_00
We re gonna figure
2
SPEAKER_01
figure out a way to make it happen for me because you know that s what you.
2
SPEAKER_02
Yeah, that s what you said to me and that s what was so cool you re like do you totally miss the whole assignment, but man you ve got presence and you ve got you ve got like this energy so you know, even though I screwed up the whole thing Jeffrey just like a good coach does so let s focus on the positive let s look at the talent and then now just do it this way.
2
SPEAKER_01
Yeah, if you can catch the football eventually you re going to score touchdowns.
2
SPEAKER_02
Right, and hopefully they re doing that with Jalen Hurts right now.
2
SPEAKER_01
You know, I m hoping we have the receivers.
2
SPEAKER_01
We even have a running back.
2
SPEAKER_01
We certainly have a defense.
2
SPEAKER_01
I think we re going to be for now.
2
SPEAKER_01
I think you re going to owe me dinner at.
2
SPEAKER_01
And by the way, if either team goes on four or four and oh yes, dinner at Saint Elmo s all day on this.
2
SPEAKER_01
Yeah, I learned one of the greatest lessons of my life at St.
2
SPEAKER_01
Elmo s Steakhouse.
2
SPEAKER_01
I was by myself, I went in, I sat down next to two U.S.
2
SPEAKER_01
Airways pilots, and I m, oh yeah, I fly U.S., I m a Chairman s Preferred, I fly two million miles.
2
SPEAKER_01
He goes, I said, but the airline still sucks.
2
SPEAKER_01
He goes, well, you don t know our slogan.
2
SPEAKER_01
We re not satisfied until you re not satisfied.
2
SPEAKER_01
And I just rolled.
2
SPEAKER_01
I almost fell off of my chair.
2
SPEAKER_01
These guys, I bought them drinks.
2
SPEAKER_02
Oh, that s great.
2
SPEAKER_02
That s so good.
2
SPEAKER_00
So Glenn, what did it look like to create this university of attitude?
2
SPEAKER_00
Tell us the backstory there.
2
SPEAKER_02
I went to a seminar, you know, again, you got to invest in yourself, right?
2
SPEAKER_02
And Jeffrey told me to write a book, but it really was, it was called Celebrity Launchpad.
2
SPEAKER_02
And I got this idea to write the ABCs of attitude, right?
2
SPEAKER_02
Having a positive attitude is as easy as the ABCs.
2
SPEAKER_02
You know, from the book,
2
SPEAKER_02
you know, became, I said, I got to do more than write a freaking book, right?
2
SPEAKER_02
And so what we did is we started the University of Attitude, America s number one place for attitude, for attitude awareness, helping people become aware of their attitude, attitude education, right?
2
SPEAKER_02
And attitude development.
2
SPEAKER_02
And so we re kind of going through a reformation.
2
SPEAKER_02
This has been, I mean, I ve been doing this for 10 years.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
And we have what s called Global Attitude Awareness Day.
2
SPEAKER_02
This is another hack, if you will.
2
SPEAKER_02
I rent the biggest park in Indianapolis, Broad Ripple Park.
2
SPEAKER_02
I identified 20 501C3s, not established.
2
SPEAKER_02
I only wanted new 501C3s.
2
SPEAKER_02
So we have what s called the 501C3 Corral.
2
SPEAKER_02
And all 2501 C3s come in under this huge pavilion and they put up their stuff.
2
SPEAKER_02
And then I invite the public.
2
SPEAKER_02
We have, of course, alcohol and food that gets the grownups there.
2
SPEAKER_02
But then we also have a big mural that the public paints on.
2
SPEAKER_02
We do tire flips, tug of war, football throw, baseball.
2
SPEAKER_02
So I invited all the grade schools to bring their kids.
2
SPEAKER_02
And we have competitive games, space painting.
2
SPEAKER_02
We do have yoga in the park.
2
SPEAKER_02
And we make a whole big day out of it.
2
SPEAKER_02
It s great because we usually raise a thousand bucks for each 501c3 that s there.
2
SPEAKER_02
My hallucination and my goal is that we create an Attitude Ambassador in each and every state in America, and we have 50 Attitude Fests all on the same day.
2
SPEAKER_02
And Global Attitude Awareness Day, we have a pledge where you do three things.
2
SPEAKER_02
You walk a mile, you call somebody and tell them you love them, hug them preferably about how they affected your attitude.
2
SPEAKER_02
and number three that you donate or give to charity in some form and if you do all three of those you re bound to feel good and then you go to the event and you know what happens at the event every newspaper covers me and what we do every radio television you know again i don t do it for the coverage but you know
2
SPEAKER_02
I m an opportunist, right?
2
SPEAKER_02
I mean, you know, you do.
2
SPEAKER_02
And so, then you invite whole neighborhoods and whole communities and they come and you re putting this on and you re out in front and you re highlighting their kid in your videos and they go, what do you do?
2
SPEAKER_02
I sell real estate.
2
SPEAKER_02
So, when I go into listings in the past 10 years, people go, oh, well, we just love what you do with the attitude.
2
SPEAKER_02
You tell us what you need to list the home for and whatever your commission is, it s fine.
2
SPEAKER_02
We just love what you do.
2
SPEAKER_02
So, they want the attitude guy to sell their
2
SPEAKER_02
don t even care about what I ve done in real estate.
2
SPEAKER_02
They just want to feel good and have me in their home.
2
SPEAKER_02
And so that s when I went, aha.
2
SPEAKER_02
But ultimately what we want to do is get 50 Attitude Ambassadors in America, 50 outside of America, that would give us a hundred.
2
SPEAKER_02
And we want a million people to celebrate Global Attitude Awareness Day.
2
SPEAKER_02
We have a Dr. Yomi Durage who s going to be on the Get Attitude podcast in two or three weeks.
2
SPEAKER_02
He
2
SPEAKER_02
did this in Nigeria.
2
SPEAKER_02
And so what we want to do is have a competition.
2
SPEAKER_02
What country has the greatest attitude?
2
SPEAKER_02
And so we had Attitude Fest in four different countries and America.
2
SPEAKER_02
But he had Nigeria, mind you, one of the poorest countries in the world.
2
SPEAKER_02
And I have videos of this.
2
SPEAKER_02
If you go to my website or attitudemovement.com, if it s still up, whole communities of kids with no shoes wearing their T-shirts with the University of Attitude.
2
SPEAKER_02
And they re dancing.
2
SPEAKER_02
And they got, you know, I mean, it blew my mind.
2
SPEAKER_02
So Nigeria is the country with the greatest attitude, even though financially, they re the poorest people that exist on our planet, or some of them.
2
SPEAKER_01
Okay, so let s look at this from a real world standpoint.
2
SPEAKER_01
Glenn has real estate office, and most real estate offices have four or five salespeople working there and they got their little desk and they got the little office.
2
SPEAKER_01
How many agents do you have?
2
SPEAKER_02
Well, I had when I was, when I was in the traditional franchise business, we had three offices and 150, 175 agents that would flex.
2
SPEAKER_02
I m now with a new company called EXP, which has taken the traditional model of real estate and smashed it.
2
SPEAKER_02
We have amassed 84,000 agents in the past 12 years.
2
SPEAKER_02
And I personally have about a hundred people just in, in what we call our downline for MLM type peoples.
2
SPEAKER_01
No, that comes from reputation of doing it the right way.
2
SPEAKER_01
Did you put an ad in the paper, wanted real estate agents?
2
SPEAKER_02
No, I have a rule when I build companies is that I m not looking for people who aren t looking for me.
2
SPEAKER_02
I m not a beggar.
2
SPEAKER_02
Same way when kids would come in and say, hey, I think I want to quit the football team.
2
SPEAKER_02
I d say, fine, get the hell out.
2
SPEAKER_02
You don t want us?
2
SPEAKER_02
Then I get it.
2
SPEAKER_02
I m not begging.
2
SPEAKER_02
Every time I begged a kid to stay on the team, it never paid off, ever.
2
SPEAKER_01
I totally agree with that.
2
SPEAKER_01
And anytime someone tries to cut your fee, they re always the worst client.
2
SPEAKER_00
Oh, yeah.
2
SPEAKER_01
I mean, in any way, whoever s an issue, you need to cut bait as fast as you possibly can and be successful someplace else.
2
SPEAKER_02
And, you know, my wife isn t real happy because she s a bargain hunter, but I tend, you know, I m a premium buyer.
2
SPEAKER_02
I, I pay, like I pay, I don t negotiate, but you can expect more as a customer when you don t jip somebody.
2
SPEAKER_02
Right.
2
SPEAKER_00
So, uh, energetically too, it makes a big difference how much you want to show up and serve if you re getting your full fee versus if you feel like you have to provide the same service for half or less.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
And I can say commission suppression is a major issue in real estate right now.
2
SPEAKER_02
I mean, you talk about, well, every business is being attacked, but the traditional real estate model that has been around for 120 years, which is why I don t support it anymore, is under attack.
2
SPEAKER_02
It s getting crushed.
2
SPEAKER_02
Realtors are making less and less and we re solving that problem with what I do.
2
SPEAKER_02
But that s, you know, that s a whole different podcast.
2
SPEAKER_01
But you know what, though?
2
SPEAKER_01
It s still going to go to the person who can get the deal done.
2
SPEAKER_01
Sure.
2
SPEAKER_01
If I m charging you 1% and I can t do a deal, and you re charging me 5% and you can do a deal, all of a sudden, 5% is okay.
2
SPEAKER_02
Yeah.
2
SPEAKER_01
And so, what do you pay for getting the deal done?
2
SPEAKER_01
And the answer is the market.
2
SPEAKER_02
Yes.
2
SPEAKER_02
Well, but like our builder communities, you know, the market was so good.
2
SPEAKER_02
Builders used to pay us three points.
2
SPEAKER_02
There were national builders that paid $5,000 flat fee for your commission.
2
SPEAKER_02
So you bring a buyer to a bill.
2
SPEAKER_02
Now guess what?
2
SPEAKER_01
Yeah.
2
SPEAKER_02
Now they re paying us three again.
2
SPEAKER_02
But people are after what s going on.
2
SPEAKER_02
Real estate, the whole industry of real estate s a big piece of pie.
2
SPEAKER_02
And there s really smart people looking at it, redefining it, redoing it, and finding out how to get in the real estate agent s pocket.
2
SPEAKER_02
So it s a very interesting dynamic.
2
SPEAKER_01
And they re also booksellers.
2
SPEAKER_01
Keller Williams guy, the one thing.
2
SPEAKER_01
Yeah.
2
SPEAKER_01
It s sold, you know, three quarters of a million books.
2
SPEAKER_01
Yeah.
2
SPEAKER_00
So if you think about a salesperson that s listening to our episode.
2
SPEAKER_00
Yes.
2
SPEAKER_00
What advice do you have for them on with their sales career?
2
SPEAKER_00
What s been not just advice, but like what s been the biggest game changer for you throughout the past, however many years that have led to your success?
2
SPEAKER_02
No.
2
SPEAKER_02
your numbers.
2
SPEAKER_02
And I mean, not just when you say that, I mean, know your CACC formula.
2
SPEAKER_02
How many contacts do I need to make before I get somebody to say it?
2
SPEAKER_02
So, you know, the problem is people are trying to jump through the contacts and go, okay, how do we do this so we don t have to contact people?
2
SPEAKER_02
And everybody, especially in real estate, hey, we re going to go ahead and prospect for you and you re going to pay us a bunch of money so you don t have to prospect.
2
SPEAKER_02
right?
2
SPEAKER_02
And Zillow, right?
2
SPEAKER_02
Zillow s like, you don t want a cold call, right?
2
SPEAKER_02
And agents are like, no.
2
SPEAKER_02
And what are they doing?
2
SPEAKER_02
They re cold calling.
2
SPEAKER_02
They re cold calling agents to take their business to eat into that pie.
2
SPEAKER_02
So the bottom line is this, I was dead broke and I don t care what I had to sell.
2
SPEAKER_02
I would find the people and I would understand the customers, where they re coming from that have to have my product.
2
SPEAKER_02
And then I would only call on those people.
2
SPEAKER_02
So to me, it was about creating that avatar of the perfect customer, who are the people that actually need my service and out contacting them by far.
2
SPEAKER_02
So when I was 19 years old, there were these things called for sale by owners.
2
SPEAKER_02
Well, they re putting a freaking sign in your yard that says we want to sell our property.
2
SPEAKER_02
But you know who never called by owners?
2
SPEAKER_02
Real estate agents.
2
SPEAKER_02
Amazing.
2
SPEAKER_01
because they think that the customer is cheap and won t pay a real estate commission.
2
SPEAKER_01
And I had a buddy in, and we talked about him.
2
SPEAKER_01
I had a buddy in Washington, DC who was in the real estate business.
2
SPEAKER_01
And he would go around to for sale by owners and say, listen, I know you don t want to real estate, but just in case you run into an issue, here s some forms that you might need in order to be able to get the deal done.
2
SPEAKER_01
And if you run into a problem, just call me commission, but you ll get the deal done.
2
SPEAKER_02
Well, of course, because they are the people, they are the consumer that s closest to the sale, right?
2
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So I don t care what you re selling.
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But yeah, I used to say, Hey, Mr. Mrs. for sale by owner, I m just curious, you doing open houses?
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Yeah.
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Do you have any idea who s walking through your home?
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No, don t you think it s probably a good idea that you know, who s walking through your home.
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So here, what I want you to do is get them to sign in.
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I m curious, do you ever follow up with the people that are going through your home?
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No, Glenn, we never do.
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Tell you what I m going to do.
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I m going to pick up your list of everybody that s been through your home and I m going to call them every day to find out what they thought of your home so I can give you valuable feedback.
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And I did just like, I don t want your listing.
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I m just out here providing value.
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I d have 10, 15 by-owners, all with my sign-up sheets.
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And you know what I did after my open house?
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I d go pick up 15 buyer leads from every for-sale by-owner.
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I d get 100 leads on Sunday, and I d call them, hey, I saw you went through 123 Main.
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What d you think of the home?
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We thought it sucked.
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By the way, Mr. and Mrs. Byer, I don t know if you work with a real estate agent, but I got a home just two blocks away that I think would be awesome for you.
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Would you like to take a look at it?
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Literally, my owners would hand me my week s worth of leads, and that s all I did.
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Yeah, there you go.
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If you reverse engineered your leads and die hard, that s something for you to consider and think about.
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How can you go in a backdoor?
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How can you go in a way that most of your competitors may not be thinking about or may not be doing?
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And it may take some brainstorming, but the answer may also be right in front of your eyes.
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It is in front of your eyes.
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When I set up a sales force for an embroidery company that was selling to college bookstores and I needed a team of people.
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So I called the major college bookstores, got the buyer and said, who do you like to buy from?
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And they gave me within two weeks, I had a $7 million sales force set up within two weeks.
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Okay, so I want you to look at what Glenn is doing.
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Number one, he s asking people questions to start the process out.
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Number two, he s giving value in a way that endears himself to that customer.
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And number three, he creates what s known as cosmic debt.
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They don t owe him anything, but they re talking about the guy.
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Yeah.
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You know, and he s like, I don t want to use an F-bomb, but it s like, damn Glenn Bill.
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And he gets that reputation because he has been a valuable provider and he hasn t pushed himself.
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We re creating this program called Assertive Selling.
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Yes.
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I own AssertiveSelling.com.
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Unbelievable.
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We just bought it 30 days ago.
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OK, so the reason is we bought it because I dissect
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at how I sell.
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I walk in and I ask questions.
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And sometimes the questions are real and sometimes they re funny as hell.
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So if I go into a CEO s office of a big company, I ll go, hey, do you want to buy now or do you want to hear the pitch?
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And he goes, well, we re probably going to do something, Jeffrey.
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And I go, great, let s go eat.
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Why do I want to sell somebody something that s already bought?
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Okay, so that s a strategy.
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But it begins with a question.
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Bugs Bunny, what s up docs?
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Yes, you have to put yourself in that position.
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And he does it automatically.
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Because he he s a nice guy from the Midwest.
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Yeah, he doesn t understand.
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Yeah, I got a brother in law knows everything about real estate.
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He can really get you a deal.
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That s New York.
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I don t need a brother in law.
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I need someone who s gonna sell me a property that I m going to be proud of.
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Well, well, again, you know, I m, it s the old, I don t know who came up with the first, I m an unconscious, competent salesperson.
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But what people don t get it, Jeffrey, you re kind, well, Glenn, Bill does it because it s easy.
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No, I m an unconscious competent, because I studied the little red book, and I ate that book for breakfast.
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for two years.
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And you probably in that book, if I had to guess, pose 250 sales questions right now.
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My book, the source of sales playbook and book, I have 750 questions because selling is not telling.
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It is creating options and alternatives.
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And it all starts with the power of questions.
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I got a whole chapter in the book about it.
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But I promise you, it s not because I m a nice guy that I m a world class questioner.
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It s because I eat information from the legends of sales that taught me what to ask, how to ask it.
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proximity to a client.
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They taught me how to analyze the client, understand the customer.
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They taught me what value meant.
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You know, I love Jeffrey s quote, value is what you do for a customer on behalf of a customer before you even ask them for the business.
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Like that one hit me over the head like a ton of bricks.
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And that s, I mean, that s what goes through and I ask people, what are you doing
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for your community on behalf of your community before you even ask the community to return the favor.
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It s not just the customer, it s a bigger picture.
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What are you doing for your profession?
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There s 10,000 real estate agents in our board of realtors.
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I m on the board of directors.
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How are you serving your biggest competitors?
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Are you educating your biggest?
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Let me tell you, the biggest source of sales leads is to serve and educate your competitors.
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Because they ll all come work for you, which is what I did in real estate, by training them at my sales meetings, right?
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You want to know how to sell whatever you re selling?
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Go find the number one person that s doing it and out serve them.
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And they re either going to buy you, merge with you, or give you leads that they don t want.
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So what are you doing for your profession?
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That s, I think, a really, really big one.
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There s one other thing I want to talk about before we go.
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Glenn has children that are on fire.
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They all want to be like Glenn.
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No.
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Well, it s hard to do because Glenn is very fortunate to earn a pretty decent living.
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So his kids are all trying to match up to daddy.
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And I ve, you know, my dad was making 100 grand a year.
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And when I finished college, I m only making 50 grand a year, all my friends are making 20 or 30.
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And I m a failure at 50.
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And they re successful at 20 and 30.
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So you have to look at it from that perspective.
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But Glenn s kids are going to come to our certification, and I m going to give them an earful and a brainful of things that will put them on a path to at least catch up to their dad, because they re not going to listen to their parents as much as they re going to listen to an outside person giving them exactly the same advice.
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Any argument with that?
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No, I think when we talk about the three biggest mistakes people make with their attitude, I have A, B, C, I won t go through them, but C is called the can t conundrum.
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And are you focusing on what you can t be, what you can t do, and what you can t have?
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Or are you focusing on what you can be, you can do, and you can t have?
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And very late into the wee hours of the morning, my sons and I were all drinking beer and talking, and Anthony looks at
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at Alex and goes, look at dude, quit comparing yourself to dad because you re never, you re going to always be disappointed.
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And one of the things that I try to teach them and anybody I talk to is stop comparing yourself to anyone.
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Like take the pressure off, compare yourself to who you are, and you just need to be you and you just need to get a little bit better on your own.
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But you know, the can t conundrum and that
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that deal of comparing yourself to other people, it will destroy your career and it will take all the fun out of your business.
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And so my hope is that any diehard, as hard as it is, you want to compare yourself to Jeffrey because he s a mentor and you re learning.
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But
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be the best person you can be.
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What do you call me?
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I call you a mentor.
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I think it s a different thing.
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Oh, I call you coach, right?
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Yes, right.
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At one o clock in the morning, I get a text from Glenn Bill.
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He goes, coach, this is what just happened.
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Well, you are a coach, but you ve never sold me a coaching program.
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So that s the biggest compliment I can.
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And I call only people I love, respect, and know that are in war with me, coach.
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Just go to glenbill.com.
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I ve merged all the crazy shit that I do into one website, finally.
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It s called glenbill.com.
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You can see what s happening at the University of Attitude.
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You can see what s happening on our podcast.
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You can see what s happening at glennbill.com keynote speaking.
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And you can get the source of sales book there.
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You can get the ABCs book there.
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And just want to thank Jeffrey and you guys for being great mentors to me.
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And Jeffrey, thanks for being a coach to me.
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Yeah, my it s my pleasure.
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Here s what s going to happen.
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When the kids come to our certification program.
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The first thing I m going to do is put them on a podcast.
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And they re going to tell the audience how much your dad really means to them.
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And that is something that a parent cannot extract.
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But a friend of a parent can easily extract because they re going to confess.
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And when a kid confesses, like how much it means, then that that will be my gift to Glenn.
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Well, that s cool.
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I m fortunate that I m fortunate that my kids and I get along and that I support them.
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And I mean, just, you know, with me being me, but a lot of parents, you know, don t have that.
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And I can tell you that the card that I showed you, one of the greatest things that is happening in our lives with University of Attitude is we re teaching parents
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how to talk with their kids.
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And one thing that we use is that, here it is, the 10 Attitude Booster Card, right?
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And so I tell the people that come to our seminars and hear me speak, hand this to your kid and say, what are the two things that I don t do real well?
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I said, guess what?
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Your kid will want to talk to you.
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It s a great conversation because parents always want to tell, right?
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All about the question.
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It is.
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It totally is.
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You know, Jen, very few people embody the assertive selling process, and he may not be the most articulate about assertive selling and the things that make it up, the elements that make it up, but he s the essence of it.
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He asks before he tells.
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He goes for the customer, not for the sale.
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He s very magnanimous in terms of his charitable contributions.
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He s built a great reputation for himself, and he s a good guy.
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And I think that most salespeople want to sell in this way and just have never been taught how.
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So if you re ready to learn the assertive selling process, come to one of our upcoming workshops, go to gittmertraining.com slash certify to get the dates, all the info.
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And if you re one of the founding members, you ll also get half off.
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But here s the deal, this is a guy who s wildly successful, and he s sending his children to our certification program.
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There s gotta be a reason.
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So I ll see you there.
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Until next time, I m Jen Gittemer.
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I m Jeffrey Gittemer, and I m telling you, get certified, even if your ass falls off.
3
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Thanks for listening to the show.
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Don t forget to like, share.
3
SPEAKER_00
Yeah, share with both your friends.
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And subscribe to the podcast.
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And remember, we have a free 22 day sales challenge.
3
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Just go to gitterman.com slash sales challenge to start you on your way.