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Hey everybody, 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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Brian Neal over here.
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As usual, we are grateful and blessed that you join us every Monday on our release date.
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We are just blessed that we have such an enormous and
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really loyal group of people.
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If you have not joined our LinkedIn group, make sure you do so.
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Advancedsellingpodcast.com slash LinkedIn.
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It s a secret passageway to get you there quicker.
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Here s what I was going to ask you about.
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My wife, Stephanie, was out of town this weekend.
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She took her son down to see her grandparents there in Fort Myers, Florida, for the part of the winter.
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It s kind of a traditional trip they go, like, around Presidents Day.
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By the way, happy birthday.
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Belated birthday.
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Oh, thank you.
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Dear goodness, forgot.
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Happy birthday.
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Yeah, we missed a recording week there and I forgot it.
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We usually do birthday week.
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Was it good?
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Feeling good?
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Taking inventory?
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Feeling great taking inventory.
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That s what you do, right?
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You get a little older, you start taking inventory.
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You do.
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Yeah.
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Feeling around.
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Okay.
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This is what I want to be doing.
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Totally.
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Um,
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But she was going, and I m curious, Bill, because you re a married man, and occasionally, I m guessing, Jane s been gone out of town a time or two.
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Do you feel extra pressure to keep the house a certain way or have her reentry be a certain way?
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Oh, absolutely.
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Because I do, too.
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Do women have that pressure, or do they just think that s how they are all the time?
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No, I think that s how they are all the time.
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It s a man-woman thing, is it, in this case?
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Yeah.
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you know, different types of couples in the world.
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But in this case, I think it s a thing.
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I just felt not pressure like it stressed me on my weekend, but on Sunday, I m like, okay.
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Totally.
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I m like, okay, I do this and dah, dah, dah, dah.
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And you know, even like I like half made the bed, which isn t a big, you know, I just want her to walk in, but I just wondered if I was the only one that would feel that.
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And she doesn t put that on me at all.
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It s just a, it s a thing I have, you know, to make sure that everything is done the way it was supposed to be done.
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And then now here s the bad part.
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I expect kudos for doing that.
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I expect kudos for doing what she does all the time.
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And we re on our company that I just did like a little smidge of her job.
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I m like, did you notice that all the dishes, did you notice that seriously?
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Could you tell that the chairs were all scooted in and they re squared up and equidistant from the wall?
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Did you notice that?
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Cause I,
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It s true, isn t it?
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It is true.
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I did that the other night.
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I was frustrated because we have a hall closet that has all the linens and towels and everything in it.
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And it was kind of a mess.
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And I thought, you know, I ve got to do something around it.
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I ve got to fix this.
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And so I pulled everything out and goodwilled some of it and just stacked it all very nice and neatly and waited for a couple of days.
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And she didn t say anything like, hey.
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Congratulations, Bernie.
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Thank you.
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Thank you so much.
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I m going to take you.
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I m going to make you dinner tonight.
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That s so true.
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Hey, a couple of nights later, did you put it in the living closet?
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Yeah.
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Twice.
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Twice.
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Why?
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Well, I, I folded it.
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Yeah.
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I noticed.
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Yeah.
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Thank you.
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Oh man, we are.
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Hey, talk about an insider.
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We are losers.
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Oh, 100%.
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100%.
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You want to talk about an insider a little bit, I believe, right?
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Yeah, we had a really good insider.
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So if you have not joined us on that, I would urge you to check it out.
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Check it out for a month.
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See if you like it.
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And if you don t like it, hell, I ll give your money back.
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That s what a promise I ll make.
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The old guarantee.
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Advancedsellingpodcast.com slash insider.
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But last month we talked about video.
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We devoted the entire hour and a half to how to shoot video, how to create it.
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We didn t talk so much about equipment.
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We talked more about content.
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Okay.
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And we talked about if you re going to be shooting video for, let s just say LinkedIn, which is kind of the most common platform that most of us are on,
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You have to really make sure that you re not, that you re doing it right.
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You re not wandering around.
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Hey everybody, Bill Caskey.
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You know, we wander, we wander around here on the podcast, but that s because you know us and you know our personalities and we know each other and we think you like some of these stories.
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And if you don t, you can always fast forward.
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On LinkedIn, if you start to wander too much, they re off.
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They gone.
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Gone.
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Starting your videos off with a hook of some kind, some kind of a question, a bold statement, a promise for what you re going to cover.
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In today s video, I m going to share with you how you can get your close rate from 12% to 24% with two or three simple things, something like that.
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Now, the promise, you have to make the promise and stick to it.
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It can t be a clickbaity promise.
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But
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If you want people to watch the two-minute video, you have to get them hooked in the first 10 seconds.
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And I don t mean hooked like manipulated.
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I just mean teased.
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It s just like the networks do, News at 11.
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And so that s one of the things that we talked about.
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So I would urge you, if you re shooting video, and what we left this program with, The Insider, is a framework, a total framework for a two- or three-minute video.
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And now people can just pop in their content into the framework instead of feeling like they have to create something from scratch.
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So I just wanted to share that with you, if that can help anybody.
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The idea of starting with some kind of a hook is very helpful.
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That s fantastic.
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And that s kind of stuff you get an insider.
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So if you re not an insider, there s a little sample.
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I think some people think a program like that, well, do we just go and talk and listen to Bill talk and teach?
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Like, no, you actually do.
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You leave with something you can actually go do right after the session.
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It s great.
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AdvancedSellingPodcast.com, just go to the Insider, little button there and sign up.
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I mean, I say this every time.
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That s a year s worth of tuition paid for in one tool.
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To take someone and execute that tool over the first six months of the year, I guarantee you, people are going to start going, man, I like your videos.
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Yeah, I watched one of your videos before our sales call.
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Really good.
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because you did what Bill teaches you.
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Yeah, and they won t be able to tell you why they like it.
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They just know that it brought them value, and they watched the whole thing.
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That s really the goal in videos, is to get watch time up.
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Yeah.
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So this will do that.
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Love it.
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All right.
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OK, topic today.
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This was inspired by someone that I have immense respect for named Devin Reed.
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marketing director content strategy for Gong.
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It s a very, very popular sales enablement tool.
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And he put just a little post on LinkedIn this morning.
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And I was like, hmm, got me thinking.
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And what he put was, I m not going to read it verbatim.
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I m paraphrasing it.
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There s a saying that people buy from people they like.
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And he said, nah, people don t buy from people they like.
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People buy from people they trust.
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Stop.
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That was it.
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And I m like, I don t know if I am in that camp anymore.
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People buy from people they like or trust.
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I don t know if people buy from people anymore, to be very frank.
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I think we put a little or a lot too much emphasis on that part of it.
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And I just want to kick that around with you and get your take on it.
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Because I think with the, a lot of people are buzzing about the advent of chat GPT.
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Is that right to say the advent?
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Does that correct English?
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Yeah.
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That s the right word of that.
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The use of that word.
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Um, it just sounded right.
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It is.
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Yeah, it is lent.
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Thank you for noticing.
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Can you tell I m fasting bill?
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You shouldn t be able to, cause it says, don t let the people know.
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Don t let the people know.
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It s part of the, part of the things, um, is, uh, you know, I was like, well, sales going to be, you know, eliminated as chat, GBT going to take over sales.
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Um, I, I personally, I think it is in the way sales is now and people like, well, you know, I think people always get, the problem is we as humans haven t been as valuable as the chat GBT cannon will be.
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because we re doing this stuff.
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We re trying to do like game playing, like, you know, blah, blah, blah.
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So, I just want to kick that, start that conversation.
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Do people buy from people they like?
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Do people buy from people they trust?
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Or do people even buy from people?
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Yeah, that s a, that s a great one.
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I was telling Brian in the pre-show workup here that,
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sometimes we hear those little clever sayings like people, I know John Jantz used to always say and maybe still does, people buy from those they know, like, and trust.
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So he put three categories on it and I like that and I think that s true but I m with you.
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I think
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When we say people buy from people they trust, that implies that I ve got to go build trust with somebody, which also implies an analog kind of approach where I m not building trust if you and I aren t sitting down and having coffee or playing golf or something.
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Yeah, that s the problem I have with it is I believe people buy from people who they believe can help them get to a place of ideal state.
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They help them reach their goals.
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I ve bought from people online before that
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I don t even think we would hang out together, but they have something really special.
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But trust is really more about, do I trust that if I give them my money, they will take me to this place they say they can take me to?
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And that s, that s a whole lot different than just, yeah, I trust that he hasn t been in jail or he s not lying to me or something like that.
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Yeah.
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That s where I get, I feel like it almost gets to a place of, um, it s, it s almost like egotistical in a way.
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to think that all I have to do is get you to like me and trust me.
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And that s 90% of the deal.
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And I don t think that s the case at all.
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I think it s much more about helping people discover the path, paint a picture, connect a bridge or what have you, make sure the timing is right, the problems we re solving, critically think through something with somebody.
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And do you need some trust to do that?
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Agree, yes.
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Do you need someone like them?
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Yeah.
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But I don t, I want to get out of this idea of they buy from people.
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They buy a, they buy a solution to a problem or they buy something that in their, their core belief thinks that it s going to help.
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They re not buying you.
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Even in our world, if you go give a keynote speech or I do bill, they re really not buying you.
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They re buying the message that you re bringing and the way that you re bringing it.
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And I think it s really, because people come up to you after a talk, I m sure, Bill, they say, God, you were awesome.
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And I m like, I don t want to be awesome.
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I want it to be awesome.
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Like the thing I taught you.
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Like the video tool.
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People are like, God, that insider was so great.
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Bill was such a genius with video, which he is.
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And more importantly, the framework is the hero of the video.
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You see what I mean?
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Yeah, I just maybe, maybe there s another word we can insert here in this trust thing.
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And that is, don t people like when people hire you or I to come in and work with their sales team, they buy
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They have to have confidence in our capability to help their team get from where they are to where they want to be.
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They have to have confidence.
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And where does that confidence come from?
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It may not come from me knowing, liking, and trusting you.
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It may come from you ve got a framework that I look at it and say, that ll help my people get to where you say you can take them.
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So there s a confidence in not just the person,
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the sales professional, but also in the vehicle, which is the the solution process, and then ultimately the product or the service.
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Yeah, that competence is hard to.
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That s why that s why I think the two week trial or the try it before you buy it kind of thing has always worked.
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Because you re building confidence as you as you try the thing out.
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You say, Oh, okay, well, now now I can t do without a puppy dog club.
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Yeah, right.
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The puppy does callback.
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Yes.
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Yeah, just the more we re talking about it out loud here today, and it just started this morning with my thinking process on this, the more I m getting.
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It s almost like the the trust part is like early ticket in.
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Like if I sense really quickly, I don t trust you, like it s over really quick.
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So it s more of a trust is used to eliminate versus keep and buy from, so to speak, down the road.
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And they re, I m not saying they re not in there.
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I m just saying, and I love what you said in the pre-show, you know, with the, we dropped these sayings and people hear the sayings and they sound really, really good.
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Don t they?
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And you hear people buy from people they trust and like, Ooh, there s, there s a word bomb.
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Boom, people buy from people they trust.
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I m going to start thinking that, saying that, doing that.
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Then all you re doing, and you said this, all your intention is flawed, because all you re doing is running around trying to get people to like and trust you.
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And how do you do that?
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And how do you do that without looking like you re really trying too hard?
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Right.
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I watched the first episode of Animal.
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Is it Joel McHale?
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He s got a new animal texture or something.
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Yeah.
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And it s Stephanie Hills, Hollywood crush.
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That guy, Joel McHale, live do a standup.
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He s fantastic.
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He was really, really, really nice.
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Really?
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Yeah.
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It s like really show is awful.
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I mean, now the first episode.
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So, you know, I always go, well, Jane says, Hey, give it a couple episodes.
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They gave it a couple episodes.
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Probably looked at that first one and said, man, that really sucked.
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Right.
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But the point is, they were trying so hard.
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All the humor was just a little bit.
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They were just trying to get laughs.
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And you can t go out and try to get somebody to like you, because you look like everybody from the 80s and 90s who intentionally, that was their whole mission, to get people to like them.
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So they would slap on the back, and they would tell stupid jokes.
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And that s so old.
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That s over.
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We re in danger of creating a toxic relationship with the very person we want a healthy relationship with if we re trying too hard.
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Yes.
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And when I couple this with some tactics that I see, so when we go buy into that idea, and I hear someone say people buy from people that they trust, and then I watch a written 13 sequenced email cadence,
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that says, hey, Bill, I love what you re doing on LinkedIn.
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I wanted to see if you were open to it.
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I m like, do you really love what I m doing?
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Do I trust you now?
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Because I get these all the time.
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That s trying too hard.
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That s exactly it.
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And it s automated.
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It s not real.
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So I got one the other day, and I haven t responded yet.
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I ve been responding to things more than I have because I just want to watch what happens.
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with sales calls to me and emails.
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And this one, he said, I love what you re doing on LinkedIn.
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I want to go, what specifically do you like what I m doing on LinkedIn?
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But I want to call him and catch him on the phone.
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So it s inauthentic.
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So I don t trust you now because you re doing an inauthentic thing.
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So we ve got people saying people buy from people they trust, and here s a 13-sequenced email cadence.
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That s right.
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Now, Devin s not saying that part of it.
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That s obvious.
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Yeah, but the whole thing is about the intention.
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Like you said, the intention is not about helping them see that I may have something that can be extremely beneficial to them, and they would have confidence in it.
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That should be the intention.
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But instead, it s how do I get them to like me and trust me, and what do I need to?
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I ve always said that the old sales training is wrapped up in two packages.
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What do I need to say and what do I need to do to get them to buy from me?
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Yeah, it s great.
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And if that is always your intention, then you re going to look like everybody else who has that intention.
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Yep.
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And if we want to get out of this commodity dungeon where we re all just competing on price, you cannot look like everybody else.
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No, you can t.
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Yeah, that s a good topic, though, is that evolution.
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We ve done this here over the past couple of months, some episodes on the evolution of the sales journey, sales process.
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What s the future of the profession of selling?
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And I don t think it s going anywhere, but it s definitely changing.
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Massively changing right now.
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All right.
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That s it.
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See you next time.
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Go to LinkedIn Group.
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Go sign up or join LinkedIn Group if you re not there already.
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And also go join Insider.
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You ll get tools like Bill told you about his little video framework, which is just fantastic.
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Worth a year s worth of tuition for that program.
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Insider.
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Everybody needs to be in there.
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Yeah.
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Just check in the show notes.
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There ll be plenty of links there.
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See you next time.
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All right.
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Cheers.
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Bye.
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Bye.