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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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I m Bill Kasky.
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I m Brian Neal here.
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Take two.
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We take two.
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But you know what?
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It wasn t Brian s this time.
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It wasn t.
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And I m kind of proud of myself that I was noticing something wasn t right.
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And Bill was messing around with it.
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And I m like, I at least had to say something.
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And then all of a sudden, there was an issue.
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So we got 19 minutes in.
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We re going to redo it because that s not true on quality.
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You know, we got about 30 seconds in.
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So you just got back from European trip.
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I did.
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Yeah.
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Yeah.
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I went to I got to go officiate one of the NFL London game, London series games.
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NFL is now global brand, as we all know.
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So they re playing games outside the country.
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Referee, the Bills Jags game in London, brand new stadium, brilliant stadium, Tottenham.
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Tottenham, hot spurs, right?
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Really great area.
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Stayed in a really cool place.
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Super fun.
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The energy for American football is really high in Europe.
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It s really, really great.
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It s really awesome.
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But got the chance to go to Amsterdam.
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ahead of the trip, just for a little, you know, just, I d never been, last time we did this, we went to Paris and this time stuff, we re going to go somewhere different with Amsterdam.
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What a great city.
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Isn t it awesome?
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And I ve been one, we said this, we were sitting at this cafe.
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Cause I ve always said, I m not really a big Europe guy.
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It wasn t a coffee shop.
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No, thank you for clarifying.
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No, it was just a little cafe with a bar.
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Uh, and, um,
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Like we kind of love Europe.
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It s great.
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I do too.
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Here s the problem.
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And this is an American problem, not a European problem.
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And every time I go there, I m reminded that we need to pay attention to this.
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When Americans go to do anything service oriented in anywhere else, basically in the world, we get so antsy, don t we?
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Like for service.
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So we sit down at this cafe, every one of the places having a great time chilling.
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I m sitting there looking around rubber neck and when s the guy going to come take our order?
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Where is he?
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And Steph s like, well, there s two, there s only two guys.
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I m like, I don t care.
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And it s like, can I have a word with the owner?
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Well, he is the owner.
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Exactly.
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It s his brother.
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It s like,
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I m like, okay, they re not the problem.
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I m the problem.
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The way that we re so wrapped up in that.
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And I m like, man, people just sit and they just chill and they re so relaxed.
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I, it was really eyeopening to me.
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I m thinking, how can I capture that back here?
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You know, and it was not, it s just, to me, it just, it s just an, the service thing is just an example of a lifestyle.
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I believe.
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Um, and the, and the, the, the Dutch just really have a great energy.
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They re just not chasing the moon, you know, and there s very, very happy, content, fulfilled lives.
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They re very proud people.
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I loved, loved being there.
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Yeah, my example of that is last night, we went to see the Eagles in Indy.
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Oh, yay.
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Yeah, they were really good.
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And we walked in at Gainbridge, Conceicao, we walked in and there was a line a mile long for merchandise.
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Yeah.
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Eagles always have some cool merch, always do.
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You know, tours, past tours, present tour.
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Yeah.
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Looked at the line and Jane and I started, oh my God, look at that line.
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It s going to take forever.
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It s like, that s because people want what they have and the line will move.
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And so she went up actually during the concert and
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Stood in line.
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It was a lot shorter then.
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But yeah, we do is like, oh god, I m not gonna stay on that one Steak and shake.
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I went to the steak and shake booth.
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It s like it took took three minutes and I was I was on edge Yeah, you re antsy, right, right.
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Why is it taking so long?
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Right?
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Well because you know the people that that man those booze at the game bridge there You know work for a junior league soccer or for the band at Noblesville.
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That s right And they re just moms and dads and you re saying like like what s that?
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What s taking so long?
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I just sort of chicken wings and fries.
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Well, what are we doing?
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You know, I
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So it was great.
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Loved Amsterdam.
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It was a great time.
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You have to reorient yourself, though, about that lifestyle.
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You do.
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Yeah.
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And then when you do that, it s all cool.
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It s awesome, isn t it?
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It s so great.
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It s the way to do it.
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Just relax.
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It really is.
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And the biking there.
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We didn t ride bikes on the at the recommendation of an Uber driver who said if you ve never ridden bikes here, you probably shouldn t.
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Yeah.
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Because everyone there rides a bike.
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Everyone they have like parking garages for bikes.
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And they ride fast and they know the rules of the road and
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No one wears a helmet.
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I noticed that too, even though you got as a pedestrian, you have to, you have to watch and you have to stay out of the bike lane.
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So love, love our friends on the internet.
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So anyway, topic, we probably have a listener or two over there who will, I think we do.
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I looked that up actually.
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I m always curious about that.
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If I m standing around, like, I wonder if any of these people, like there was a, there was a big meeting at a bar next to this little cafe we re sitting by.
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And it just looked like a bunch of sales guys.
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And it was mostly men.
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There were like three women there.
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So it just looked young.
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And they re at the bar at 6 o clock on Thursday, whooping it up.
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And I told Steph, I m like, I wonder if those are all salespeople.
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They just kind of seem like it.
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And then I m like, I wonder if any of them listened to the advanced selling podcast.
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So you walked in and said, I m Brian Neal.
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Real quick, does anybody recognize this voice?
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Anybody recognize the voice?
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No?
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OK, I ll go back to the cafe and be pissed at the owner for not bringing my drink fast enough.
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All right, I ve got a topic today.
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And it has to do with a program that I m getting ready to do actually tomorrow.
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But it s a group of high achievers.
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And you know that I, you do too, enjoy working with high achievers, people who have high upside potential in their business and who can really make a difference.
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The challenge sometimes with high achievers is you don t want to teach them things they already know.
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Like sales skills, probably not a big thing for high achievers.
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I mean, they kind of already have that checked off.
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And so the question always is, well, what do you teach a group like that?
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And I was doing some research the other night.
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I came upon this quote.
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And I want to share the quote with you.
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You ve probably heard it before.
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And then talk about what this quote means for sales professionals in general.
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So the quote is from Archimedes, who was a Greek philosopher.
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And he said the following, give me a lever long enough
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and a fulcrum on which to place it, and I can move the world.
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Give me a lever long enough and a fulcrum on which to place it, and I can move the world.
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So what he s saying there, I think, is that you can do anything if you have the right lever and the right leverage.
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And I d like to go down the trail today with
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How does a sales professional really leverage their talents, their wisdom, their skills?
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Because we ve got a lot of people who listen.
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It s not their first rodeo.
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They ve been in the process and in the business for many years.
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Are there always skills to learn?
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Of course.
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But I think a better
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through line would be, are you really leveraging the skills you already have rather than looking to add to them and glob on more skills?
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And so that was my idea for a topic today.
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And if you say no, we ll just click.
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No, I love it.
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And so that the listeners know that when we start, we have a really quick, really in-depth prep session for hours and hours.
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And we were doing our in-depth, hour-long prep session.
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Bill said, I have a topic.
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I don t want to tell you what it is.
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I want to do it live.
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So that was good.
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So love this topic.
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And there s another video I want to add from someone that I saw in a minute, but I want to
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frame something up before I do that.
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And that is, I want to validate what I, what I m hearing you say, which is high-achieving people do not have an ego that it prohibits them or inhibits them from working on basic fundamental skills over and over.
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They re never too good for something.
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That s been my experience.
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And there is always a concern.
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I know you re sitting in the seat I sit in.
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There is always a concern.
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Like, is this too basic for this group?
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Surely, they already know.
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And to me, it s not necessarily about they already know how to do this.
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It s about revisiting and taking stock of the basics and saying, am I still doing these things?
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And do I have leverage over them in the way that I could have?
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Yeah, right.
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So I, I, I m, I think that s a, that s a thing that we sometimes as, as coaches have in our own heads, that doesn t necessarily exist.
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People aren t sitting there with their arms crossed going, okay, teach me something new bill.
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They re learning to grow people naturally.
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They are.
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They are.
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And you re right about a basic skill that is unpracticed or underdeveloped is still useful to them.
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Yeah, 100%.
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Yes.
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Yeah.
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And they may hear it differently today than they did five years ago.
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And because of that, it may expand and light bulbs may start to go off.
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Say, you know what?
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I was using it, but I ve stopped.
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But the way you just described it, oh, that s going to change everything.
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Yes.
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I totally believe skills are useful, but I also think that people who listen to this podcast already have pretty good skills, probably.
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They already have knowledge about the industry.
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And my question is always, OK, well, what are the categories of leverage that
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Maybe you re not using, and by diving a little bit deeper into that, you as a listener can say, you know what?
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That s exactly right.
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I m pretty good at X. I never use X. Right.
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Right.
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That s my favorite part of the quote that you put in there, was the leverage that the fulcrum gets.
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The lever and the fulcrum give leverage.
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And if you know anything about physics, which most people don t.
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I don t.
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I don t.
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Simply claiming that.
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That s what it says.
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You can play fulcrum games all day if you measure it all out.
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Short fulcrum makes it harder.
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If you go stand on a teeter totter with your kids.
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That s right.
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We all know that.
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So I love the idea of finding points of leverage.
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I love asking the more, continuing to ask more what seem to be difficult questions.
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For instance, let s just take income, because that s an obvious thing for sales people.
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And incomes are really high in the sales world these days.
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So someone may be making half a million bucks, or some people make a million bucks, and it s like, that s what they do.
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So no matter where they are, though,
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The next level ask is going to take them to a place.
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And so our role then is to push them to the next thing is explore, right?
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So I m making half a million bucks.
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And I go, my goal next year is $750,000.
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And he was a coach like, why isn t your goal $1.5 million?
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Uh, let s, let s put our brain.
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What the hell?
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Right.
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Yeah.
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If we aim for, if we were at 500, we aim for a million five and land in a million.
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Are you bummed out?
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But if you at 500 game for seven 50 and get seven 25, but you could, you see what I mean?
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Could have had a million.
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Yeah.
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But you didn t ask for it because your brain s going to answer the question that gets asked.
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So I think we ve got to ask expansive questions that way to say, given the state of conditions, what I know, my product and pricing and dah, dah, dah, my commission plan.
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Let me work on how I can get to a seven figure income earning place.
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But this is not a but, it s an and.
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The way to that, the path to that is probably not more work.
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It s probably not more hours.
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It s probably not more calls, more out.
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It s probably not that, because that s the behavior.
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I think we in the West, and we generally salespeople, tend to equate results with behavior.
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We say if we want to go from 500 to 1,000 to a million, oh, man.
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You know, that s a lot more work.
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And then we think, well, is it?
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It is.
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If you re not leveraging anything, if you re not making use of the talents and skills you have and leveraging those in some way, then, yeah, it s going to be a behavior game.
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I think we ve got to get out of this old thinking that if I want to have more, I ve got to do more.
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Yes.
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I think that s in the question.
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You know the Reverend T.D.
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Jakes?
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Uh-huh.
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Yeah.
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OK.
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Phenomenal.
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Love him.
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Preaching and just speaking.
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I just love his energy.
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I saw a little video from him over the weekend And the theme of the video is let him go.
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Let him go He said you got all these people who just aren t following the way and going down the life path that you want to go and They re trying to leave and you keep hanging on to him.
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Yeah, you keep them around you.
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Let him go there.
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Let him go Let him he s kept let him walk out the door.
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Let him walk out the door.
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I
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And people don t.
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They keep them around.
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Like, well, I m going to keep them, keep hanging out with them while I feel bad for them, because they re my friend.
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And we have all this stuff.
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He s like, hey, at some point, you ll let them go.
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So that brings me to this, is I think one of the first steps of this is you have to identify and then act on what you need to let go.
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which might be some existing clients.
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Might be something that you ve been doing all along.
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It might be, you know, things like, this is little things people say, well, I spent a lot of time on Salesforce admin.
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You know, I put a lot of, you know, I go, well, hire an assistant.
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Well, you know, it comes out of my pocket.
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Like exactly, that s the whole point.
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So write the check.
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So you re giving, what are you giving up?
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I m giving up some money to an administrative support person that helps me then go to this next level of stuff.
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So see, that is an example, though, of time is an asset that you need to leverage.
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So you can do the inputting into Salesforce, or I can say, well, wait a minute.
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My time is worth more than $30 an hour or whatever that I would pay to have a
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a person do that, my time might be worth $1,000 an hour.
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So can I trade $30 in cash for my time to get back?
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That s an example of leverage.
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If you don t think that way, you will think, well, I can do this myself.
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I m not going to spend.
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I m not going to make $30 an hour for somebody when I can do it.
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Well, yeah, but you re giving up too much.
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You re trading $1,000 an hour time for $30 an hour activities.
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Yes.
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in that example.
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And so time, to me, and I wrote a couple here down, I think time is one of those that by saying no to prospects who don t fit, that s a time saver.
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By employing or deploying some other asset that you have, like access to a virtual person, to do some of these things that you re not good at, hate doing, but need to do still, that s an example of an asset you can leverage.
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I also think that relationships,
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Now, we don t usually think of relationships as points of leverage, but you and I know a lot of people that are either on our email lists or listeners to the podcast, and I know I
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don t leverage those relationships, not in terms of trying to get something out of them, but just deploying value to those relationships so that they refer you to somebody or they say, you know what, we need to get back engaged with you.
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So relationships are another example of an asset that you have.
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Everybody in the listening room, listening audience here, has relationships that you ve lost track of.
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Yeah, 100%.
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And I think and I learned this from my coach, I ve been working with David Meltzer for a couple years.
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And he has taught me the and he has done it.
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I ve watched him do it.
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The direct ask for help is the most underutilized thing ever.
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And I m talking about like the direct ask.
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There s a woman
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who has a really, really, really popular big podcast now.
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And she basically sits on the floor and interviews famous people.
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Mark Cuban was just on with her.
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She started during COVID, I think.
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Who is it I m talking about?
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I don t remember her name.
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She s on TikTok.
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She s got kind of a funny air about her.
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She has these real famous people on, and she s almost disinterested in them.
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But she was like a state-owned mom.
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I m not a state-owned mom, but she was something.
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She was just like a person.
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But she put out to her people.
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I will pay you $300 if you can connect me to somebody famous that I can interview on my podcast.
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And it just started.
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And it might start in the smallest way.
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But each time she has one of those people, that person knows somebody else.
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And now she s got Mark Cuban on and all these other famous people.
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And she s sitting on the floor interviewing Mark Cuban barefoot.
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That s great.
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So point being, she asked for direct help.
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And you just don t know.
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So same thing.
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Someone says, hey, I want to meet the CEO of Procter & Gamble.
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Instead of going, well, I m going to do an email campaign, and I m going to do, you know, duh, and that s fine.
1
SPEAKER_01
Why don t you just go ask someone, hey, does anybody have something connection-wise close to try to get a meeting with the CEO of Procter & Gamble?
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SPEAKER_01
And then you start, and you just don t know where that s going to go.
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SPEAKER_01
But I think people are afraid to ask for that help directly.
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SPEAKER_00
So I was going down an entirely different road there with her.
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SPEAKER_00
We ll try to get her name for next episode.
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SPEAKER_00
But to me, the asset there for her that she s leveraging is A, an interest in other people s success.
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SPEAKER_00
And I m assuming she s talking to other people because she wants to learn, or she wants her audience to learn something, or just
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SPEAKER_00
entertain maybe it s just pure entertainment yeah there s an interest there the second part part of leverage is she has a microphone and a computer and she s able to connect and probably some kind of platform like stream yard or zoom and she s able to connect with people digitally from her pajamas in her bedroom and do this well she s leveraging the power of audio she s leveraging the power of technology
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SPEAKER_00
to do that.
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SPEAKER_00
So she has two leverage points, interest in the genre of interview, and two, technology.
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SPEAKER_00
Yes.
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SPEAKER_00
Yes.
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SPEAKER_01
And all of it together.
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SPEAKER_00
Yeah, asking for help is a relationship thing.
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SPEAKER_00
So yeah, so now she s got a third.
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SPEAKER_00
She s leveraging her audience for even better, bigger, and better guests.
1
SPEAKER_00
Yes.
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SPEAKER_01
Yeah, she started in 23.
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SPEAKER_01
She s 25 years old and she just like started putting this out there.
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SPEAKER_01
She has this kind of deadpan characters.
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SPEAKER_01
She always did.
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SPEAKER_01
She said, so she took that person to the podcast, like a deadpan, dry humor character.
1
SPEAKER_00
So she got talent.
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SPEAKER_00
So she s leveraging your talent.
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SPEAKER_00
Her talent is unique and it s hers and nobody can replicate it.
1
SPEAKER_00
And you and I would try that and it would fall flat.
1
SPEAKER_00
But she, so she s taken a lot of things that are unique to her.
1
SPEAKER_00
Yes.
1
SPEAKER_00
Some, some are unique to her.
1
SPEAKER_00
Some like technology is not unique to her, but she still had to say, Oh, I m going to do this and I m going to invest in a microphone and a platform and a whatever.
1
SPEAKER_00
So that s where I d like our listeners to think about today is, what do you have in front of you?
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SPEAKER_00
Maybe you consider it an asset.
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SPEAKER_00
Maybe it s your customer list.
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SPEAKER_00
Maybe it s an email list that you ve created over time, but you email them once every six months.
1
SPEAKER_00
Well, that s an asset.
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SPEAKER_00
You re just not leveraging.
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SPEAKER_00
You re not using that.
1
SPEAKER_00
So I d like for our listeners to think about that.
1
SPEAKER_00
And every one of these, you see these stories.
2
SPEAKER_01
is like hers.
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SPEAKER_01
Um, Bobby Althoff is her.
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SPEAKER_01
And I don t know how you say that.
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SPEAKER_01
A L T H O F F started pod, started posting content, take back in 2021.
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SPEAKER_01
Uh, and then 2023 sort of new comedic videos.
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SPEAKER_01
And she does these celebrity interviews, said Meghan Markle, uh, uh, Dua Lipa.
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SPEAKER_01
It s like, and this, and this is like three years ago, she s 25 years old and starts.
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SPEAKER_01
That s what people don t get.
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SPEAKER_01
They think, well, you know, she just started and she did, she s doing exactly what you re saying, bill.
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SPEAKER_01
She s leveraging all the assets around her.
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SPEAKER_01
in the best way possible.
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SPEAKER_01
Technology, her own skills.
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SPEAKER_01
She s got some humor talent there.
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SPEAKER_01
She s asking for help.
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SPEAKER_01
And she s just doing it.
2
SPEAKER_01
It s so great.
2
SPEAKER_00
So maybe one way that our listeners can start to think about this is just start to make a list or do a pie chart of what are those assets that you have.
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SPEAKER_00
Some are going to be more valuable than others.
2
SPEAKER_00
Yes.
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SPEAKER_00
But regardless, just start to list those out and say, what are my
2
SPEAKER_00
assets, whether it s skills, interests, technology, customer list, know-how.
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SPEAKER_00
A lot of our listeners have enormous know-how in their professions.
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SPEAKER_00
Are you leveraging that, or are you keeping it to yourself?
2
SPEAKER_00
And this gets back to, are you actually creating content that puts on display that know-how?
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SPEAKER_00
Or does a person have to pay you for that know-how?
2
SPEAKER_00
Yes.
2
SPEAKER_00
And so I think there s a great deal of potential here if we just take a pull focus a little bit on ourselves.
2
SPEAKER_00
And it s hard to do.
2
SPEAKER_00
It s hard to look at ourselves because we re looking through our eyes, not looking at ourselves.
2
SPEAKER_00
But this would be a good exercise to go through.
2
SPEAKER_01
I think it s great.
2
SPEAKER_01
And for salespeople, the problem, the gift and the problem of this is this new thing is there right there for you.
2
SPEAKER_01
But when it starts to feel scary or nervous or fearful, you default to old things, which is making more calls, doing more of what you used to to get you where you want.
2
SPEAKER_01
And that s a limiting thing.
2
SPEAKER_01
That will limit you for sure.
2
SPEAKER_01
Got to let that stuff go.
2
SPEAKER_00
So can we say then that if you want to radically improve your income in 2024,
2
SPEAKER_00
One of the master keys there is better use of your ass better leverage of your current assets rather than saying Oh, I need to learn how to do this or I need to get a better computer.
2
SPEAKER_00
You already got a phone.
2
SPEAKER_00
That s probably Technology.
2
SPEAKER_00
Yes.
2
SPEAKER_00
So I think that if we
2
SPEAKER_00
If we look at the journey from where we are to where we want to be, make sure in that journey somewhere, the how am I going to get there is that asset leverage is a part of that.
2
100%.
2
SPEAKER_01
Yes.
2
SPEAKER_01
And it s the asset leverage, not the skill to gain.
2
SPEAKER_01
That s right.
2
SPEAKER_01
That s the difference here.
2
SPEAKER_01
Because everyone s like, I m going to learn how to edit my own videos next year.
2
SPEAKER_01
I m going to learn how to do a podcast.
2
SPEAKER_01
That s fine.
2
SPEAKER_01
More leverage, though, is leverage what you ve already got, right?
2
SPEAKER_01
That s right.
2
SPEAKER_01
That s a good one.
2
SPEAKER_00
And your example of the virtual assistant or somebody to input Salesforce is a perfect example of that.
2
SPEAKER_00
Yes.
2
SPEAKER_00
We have to get out of this trading our time for low dollars.
2
SPEAKER_00
We re going to trade our time for dollars at some point, because we re working and we re generating revenue and income from that.
2
SPEAKER_00
But you have to be mindful of, well, I m trading these five hours, and I could hire somebody for $100.
2
SPEAKER_00
That s a good trade.
2
SPEAKER_00
Every time.
2
SPEAKER_01
You have to think that way.
2
SPEAKER_01
And then you have to do it and release it and let it go and do that.
2
SPEAKER_01
Release that money and it will lead you to bigger things.
2
SPEAKER_01
It always does.
2
SPEAKER_01
And then you ll say, well, you know what?
2
SPEAKER_01
That works fine.
2
SPEAKER_00
What else I need?
2
SPEAKER_00
I need this too.
2
SPEAKER_00
I wonder if this person could do that.
2
SPEAKER_00
No, somebody else does.
2
SPEAKER_00
That s OK.
2
SPEAKER_00
That s it.
2
SPEAKER_00
If you want to hear more about the Insider, we ve got two great sessions coming up in November and December.
2
SPEAKER_00
And if you ll go to advancedsellingpodcast.com slash Insider, got a good group, have had some really good sessions over the last several months.
2
SPEAKER_00
So we want to make sure you get access to that.
2
SPEAKER_00
It s $47 a month.
2
SPEAKER_00
I ll just tell you the price right up front.
2
SPEAKER_00
It s very, hopefully it s good value because you get an hour and a half of training every month, coaching from
2
SPEAKER_00
me and the team, and I d like to see you in there.
2
SPEAKER_00
So advanceonlypodcast.com slash insider.
2
SPEAKER_01
Best deal going, guaranteed.
2
SPEAKER_00
See you next time.
2
SPEAKER_00
Bye.
2
SPEAKER_00
Bye.