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Before we get started today on the Advanced Selling Podcast, I have a message for VPs of sales and sales leaders.
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Are you frustrated that your people don t use your CRM efficiently or at all?
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Well, I don t need to tell you, it may be costing you business and that s why Heresy was created.
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It transforms your CRM into a tool that s simple to use and the best part, the salespeople love it.
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Heresy shows you the metrics that matter, so you will get answers in seconds.
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Founder Dimitar Stanimirov conceived of Heresy when he was with Stack Overflow, a community of 40 million developers.
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In the second half of 2017, one of the beta testers was Trello, who increased their average deal size by, listen to this, 48% while using Heresy.
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In March, Heresy opened to the public, so now it s your turn to have a usable tool that tracks your sales opportunities.
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And did I say salespeople love to use it?
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Go to heresy.io for a three minute demo video and sign up for an account now.
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No credit card required.
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That s heresy.io.
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In this episode of the Advanced Selling Podcast, I reveal what actress Anna Chlumsky and Doug Drozen have in common.
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Bill takes us on an in-depth app tour, and we give advice for one of our listeners on perfecting his personal story.
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast.
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I am one of your hosts, Bill Kasky.
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I m the other host, Brian Neal.
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He is there today.
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We re so glad to be here with you and so glad you re here with us.
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And by the way, we love our audience.
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And we love it when you send out notices to your friends and say, you guys got to listen to this thing.
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So we really appreciate that.
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This thing has grown over the past 10, 11 years primarily because of that.
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And I just want to take a little moment and thank you for that.
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Yeah, thank you.
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And you said on last episode, Bill, this is a good thing to say again, if I don t have the Advanced Selling Podcast app, I should go download that, right?
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Then when I ve got it, I can forward an episode right there with one click via text or email or just email?
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Text or email.
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Text or email.
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That s really cool.
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So you can hit share, and then right in the app, and you ll choose either text or email.
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And then you just put in the number of the person you want to share with.
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It s got the logo, the alma mater, and then the episode number, and then the link.
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So they can listen to it right there.
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If I were a listener, I d do that every day.
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That s just me.
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If I were a listener, that s what I would do.
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And sales leaders, if you hear an episode, of course, your salespeople probably should all be subscribed all the time.
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But if you hear an episode that specifically fits your team, then make sure you just send out an email or a text.
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That s a great idea.
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All right.
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I ve got a little thing.
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Can I say my little thing?
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Well, easy there, but go ahead.
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Oh, wait, you got something else?
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No, I was just going to say, if you are looking at bringing somebody into a sales meeting here in the next 90 days, 120 days, Brian and I s schedule is pretty good in this time.
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It gets really crazy in the summer and fall.
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But right now, we ve got some openings.
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So if you have a team that you want to bring one of us or both of us in, we can do a live recording, or one of us can come in and do a full day or a half day training.
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We re happy to do that.
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You can send us a note that says, come see us, to listener at AdvanceSellingPodcast.com.
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We ll get the ball rolling.
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Hey there, sales professionals.
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Are you looking to start the new year and the middle of the year or the end of the year with a company that is digitally transforming the world?
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CenturyLink and Level3 have joined forces.
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The new CenturyLink is hiring sales experts nationwide.
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If you re a top sales performer and you want more out of 2018 than years past, CenturyLink is the key to ascending your sales career to record levels.
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Take the first step, visit CenturyLink.com slash Advanced Selling.
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That s CenturyLink.com slash Advanced Selling and join their talent community.
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A member of their team will be in touch with you really soon to discuss your new and bright future with CenturyLink.
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Great people there.
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CenturyLink.com slash Advanced Selling if you re looking for something new to do.
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We have a member of the team, like an outside member of the team named Doug Drozen, who does fact-checking.
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And we call him Fact Checker Doug.
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And I didn t think fact-checking was an actual occupation.
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I was watching the movie My Girl on Sunday.
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If you remember that movie with Dan Aykroyd and Jamie Lee Curtis and this
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a woman named Anna Chlumsky.
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She was a little girl who played kind of the main character.
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And I m like, I wonder where she is now.
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She s one of the child actors.
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I m like, where did she go?
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And I was reading her bio, and she took a hiatus from 99 to 05.
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She attended the University of Chicago, graduating in 2002 with a BA in international studies.
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After graduation, she worked as a fact checker for the Zagat Survey.
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And I thought, look at that.
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Doug Drozen s in some tall cotton high good company there with Anna Chlemsky.
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And then I think she s gone back to acting now.
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But I didn t know that.
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It s kind of weird.
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Tell us, what does fact checking play?
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Oh, we did.
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He asked us, fact checker Doug asked us for some
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Some swag and we yeah, I m some and he said he said a real nice note.
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Thanks for the podcast Notebooks the mindsets and mechanics brilliant and both simplicity and truth proud to be a longtime listener So good stuff.
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So you brought that up and I d forgotten I had them Okay, we always get emails and questions.
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Yeah, so we want to do a potpourri a potpourri today of some things that we ve heard some things that we ve gotten but before we do that
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We have a very exciting announcement.
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We were named in the top 100 podcast in 2018, so this year.
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A company or a website called The Mission, the person s name is Ian Faison, or Faison, I m not sure his last name, F-A-I-S-O-N-B, sent us a nice note, said we made the top 100, squeaking in.
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We did.
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At 95.
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At 95, yep.
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So our goal this year is to get to 94.
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That s right.
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One step at a time, my friend.
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No, it s really, really nice to be included in the, with all the, I mean, there are hundreds of thousands of podcasts these days, and to be in that level is a really, really great, fun thing to do, and it s all listener-based.
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We love our people.
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Business podcast.
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Business podcast, even better.
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Here is another note here.
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Email from Reggie.
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I believe this is his last name.
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It s 1G, so I m assuming it s Reggie.
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Love the show.
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I m looking at the app.
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I like the app, but find myself binge listening to all of them.
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Later, I want to go into the app and listen and take heavier notes on category topics.
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Just curious if there would be a category option available in the app.
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If so, awesome.
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If not,
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I think it would be great.
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Thank you for all the content.
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I m getting into sales from an IT background, and this is putting everything into perspective.
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Thanks for your time. 
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So, nice note there.
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There is no movement to put categories in the app.
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I don t know if it s even possible.
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What you can do on the blog, advancedsellingpodcast.com, every episode is recorded there.
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And those are all categorized in the blog.
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And so if it s selling sales skills, if it s sales process, if it s lead generation, all those are categorized.
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Great thing to do, by the way.
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And I love people like Reg that are self-starting,
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getting their own coaching on their own.
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Go to the website.
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I know a lot of people listen mobily.
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Good thing to do, though, good coffee shop.
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Or just go to advancedsellingpodcast.com, and you just search for topics.
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This is a great resource for you.
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And if you listen to the last episode, we talked on the sales manager, sales leader, how to run a good sales meeting.
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And that s another great thing for a sales leader to do, to go there to find topics for their people.
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Or send your people there and say, hey, go find some good topics for us.
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You know, I was just thinking, Reggie, you can also, if you have the app, you can actually search on your phone and it will index the app s content.
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It will.
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So if one of our titles is Modern Selling Skills and you key in selling skills, that episode will probably come up on your phone, if it s an iPhone.
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I know the iPhone does that.
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I like.
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OK.
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So that s another way that it s not categorized, but it is searchable.
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Okay.
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We also had a note from Darren who enrolled in the personal brand makeover course that is available at personalbrandmakeovercourse.com.
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And also you can link to it on advancedsellingpodcast.com.
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And one of the exercises in the course was to come up with your personal story.
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And we, on the podcast in some of the episodes, we ve talked around that a little bit, but in this personal brand makeover course, we really get down and
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deep into it.
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And so I want to share with you, Brian, you haven t seen this yet, but I want to share with you what Darren came up with.
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I have some thoughts.
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I know that you would have some thoughts, too.
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And he gave us permission to do this because he wants to make it better.
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Yeah.
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And so those of you who are listening, I think a good way to listen to this is you got to think about your own story.
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Put yourself in this mode and say, OK, what can I garner from what I m hearing Bill and Brian basically coaching this person out live?
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But coaching him, and how can I take that coaching and apply it to my own story?
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So if you re listening to this, that s how I want you to think about your own story and think about how can I tweak it, modify it based on the coaching that I hear.
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That s very good.
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Very good.
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OK.
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So here is Darren, and this is not the first pass.
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This is several passes in.
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I helped him with a couple of things because he s a client in another one of our programs.
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He says, when I first got into this industry, I was laughed at.
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I worked for an organization that was not well respected, and I was seen as a reflection of them.
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I had two things going for me, however.
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I had a growing family that I had to provide for, and I was stubborn enough to
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want to prove everyone wrong.
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As I looked at my competitors, it became obvious there were three types of salespeople.
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First was the typical parasite who brought no value.
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Next was the free luncher whose value would disappear if the expense account dried up.
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Last was the valued partner who helped take their customer s business to the next level.
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I realized I wanted a work-life balance that allowed me to be that valued partner while being the best version of myself.
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While I was able to overcome the initial impressions and become a good partner for many businesses, quantity over quality seemed to be the organization s goals and I realized that was the opposite of my values, I could no longer represent them.
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Through that all, one thing above all that I realize I love doing is working with professionals that have their own goals they re trying to achieve.
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Thus, my mission is to bring profitable and productive programs and processes to help guide businesses down their own path of success.
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Good.
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So I had, actually, I think I already worked with him a little bit to shorten it up.
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But why don t you weigh in, and I ll give some thoughts as well.
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Sure.
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This is good.
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So one of the things when we do, we coach story, we listen for certain elements here.
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So one of the things that I listen to, and these aren t in any order, per se, is I want to listen for realness or authenticity.
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So am I buying his story without it being sold to me, so to speak?
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Am I believing him?
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what he s saying.
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And there s some elements of that that will make people believe your story.
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One of those elements is vulnerability.
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And he does a really good job, I think, in the beginning of opening up with a little bit of vulnerability, where he talks about a growing family.
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Now, he also said he had to prove people wrong.
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He wanted to prove people wrong, which is great, because as long as that doesn t come across and stay there as cocky, I m good with that, because it does make me vulnerable.
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You could say things like, and in my naivete as a youth, I thought proving people wrong would be a good thing to do.
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It was a good strategy.
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Right, yeah.
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And I ve learned as I get older, being the right guy is probably not the best approach in terms of human interaction.
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But at the time, it motivated me to do something else.
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I tried that too.
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It leads to all sorts of addictions.
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It does, doesn t it?
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Yeah.
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Yeah.
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Yeah.
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It s not good.
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Yeah.
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The personal way just doesn t know.
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Oh, I got, I got this.
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I got this.
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I can fix this.
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I can do it alone.
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No problem.
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Piece of cake.
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Yeah.
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No, we re good.
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Um, so that, that is, um, so I love the vulnerability of that.
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Um, I would love a little bit more
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specificity around that.
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And so I m a fan of this being as specific as possible.
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So when I take something like I had a growing family to take care of, I love to say, I remember sitting in my driveway, we had an 18 month in the house and my second kid was going to be born in two months.
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I was going to have two kids and are two years old.
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And I was debating whether I should take this base salary job that I
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was OK not inspired, or go back to another straight commission and get back on what I love to do.
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That s actually my true story, where my wife was pregnant and second kid, and I had a base salary offer for a job I wasn t thrilled with, or should I get back into this?
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And I got back into this.
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So make it a little bit more like the sitting in the driveway.
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A little bit more specificity around it is OK.
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in my opinion.
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So I think what you re saying, then, is the emotional parts of the story are where you should dive a little bit deeper into.
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I think so.
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If it s an intellectual part, like I lived in Chicago, and I lived at 4950 West South Street in Chicago, right there next to the Prudential Building.
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There s a great little hot dog stand.
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This guy named Ed, he was serving hot dogs.
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What was Eddie s last name?
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Gosh, I was sitting there one time.
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Yeah, and I asked for, you know, it s a Chicago thing.
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So I asked for ketchup.
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He s like, ketchup?
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We don t put ketchup on hot dogs.
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Yeah.
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Yeah, don t.
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Good catch, Bill.
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Be careful.
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Well, I know you know that.
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But I do think when we offer advice, it s helpful to say.
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It is.
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So any kind of emotional, I love that.
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I love that.
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You know, I was sitting in my driveway.
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Had a growing family.
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I remember one night.
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You can say I had a growing family, but then give me the story me the detail Yep, exactly.
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I m with you.
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I m not a big fan of I was stubborn to prove everybody wrong I m not a big fan of that.
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But I but I think I think we we made that point.
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Yep.
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I
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The part where he says, last, remember he defines the three different types of salespeople.
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I think I d be careful there.
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The typical parasite, I think that s a little harsh.
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I agree, but I think if you re talking to a buyer, he might have one of his brothers as a parasite salesperson.
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Exactly, that he really likes.
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Or his salespeople might be parasites or whatever.
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He needs to be really careful when you load
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things up like that.
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Because even the second one is a little offensive to some people.
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The free lunch one?
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Yeah, because there are a lot of people that have built their business on relationships.
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And even though Bill and I, this is an advice-giving show, we are not wired in such a way that we think 100% of our way is the only way to do it.
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We re constantly open to different ideas.
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Now, we ve got some really strong beliefs, without question, and some things that we wouldn t do.
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But that doesn t mean that my way is better than another guy s, necessarily.
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It s better for me.
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If that makes sense, our side of the fence.
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I would also, Darren, I d also take out the, I realized I also wanted a work-life balance.
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I don t think the customer really cares about that.
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That s great.
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Good catch.
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No, but that s not their goal.
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It s great for you.
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But now, if there s a story there that I was out of control, I was working 20 hours a day, and my wife was ready to leave me, and I finally realized at that time that this wasn t the right situation, that s OK.
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That s better.
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I also am always listening for the customer s voice in this.
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So I m listening for the person to be able to go, OK, you understand me.
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You re getting me.
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And I m not hearing that yet in this one.
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And so what I d ask, what s his name, Darren?
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Darren?
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I d ask Darren to do this.
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He goes on this little thing about the valued partner.
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I want to know what was missing for the customer
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given the fact that the salespeople calling on the customer weren t treating them like a value partner.
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Because this is all about him being perceived as the value partner.
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This is not about what they get when they become the value partner for me.
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So what that might sound like a little differently is when I would interact with my customers, what I realized was me and my competitors were doing a good job of feeding them product information.
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But none of us, I didn t feel, were going a step deeper to understand what beyond just our product stuff was our client concerned with.
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For instance, I sell financial services.
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And I was calling on CFOs.
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And we were going through all of our insurance rates and stuff like that.
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And one day, I got in a conversation with a guy like, what else is going on here?
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And he goes, I can t find people to save my life.
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Talent s a real issue here.
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And so that s another level deep that s not related to what you do that shows that you care about the person that I think creates that trusted partnership sort of thing.
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Good advice.
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It s important.
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Good advice.
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So I circled valued partner, and I was going to say, just define it.
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Just define what that means and what s missing, as you said, Brian, what s missing from most.
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Through that all, one thing above all that I realized I love doing, and I like that sentence, I came to the conclusion after all of this, I realized what I love doing is working with people in this industry, general managers,
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who want to do three things.
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They want to do X, avoid Y, and seek more C, B, or Z. And then, thus, my mission is to, is that last sentence awesome?
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Last sentence is, my mission is to bring profitable, productive programs and processes to help guide businesses down their own path of success.
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SPEAKER_00
That s great.
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I don t think you could find a better way to close that.
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So just a little bit of work.
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I think you re 80% of the way there.
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And I think some of these things he and I went over, I m looking at this feeling like maybe I think there was some, but this is really good feedback for Darren.
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That s great.
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On that last sentence, is there a way, and maybe it s just because we re reading on the podcast, can he make it also more specific?
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Because it s still generic.
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It could apply to any business.
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So I don t know who he calls on or what he does.
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Maybe we can t say.
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But you know what I mean?
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Like I say, so you or I might say, our mission, when a CEO looks at all the functions, when our friend Dave, who runs a $30 million company, looks at all the functions, operations,
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financial sales.
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When he hires us to coach the group, he says, my sales team is in good hands.
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I don t worry about my sales team because Bill and Brian work with them.
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It s more specific to that person.
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Yeah, I like that.
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SPEAKER_00
Can he do that?
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SPEAKER_00
Yeah, he could do that.
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A little bit more.
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I like the idea of bringing in the typical person he calls on, the function, into that.
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SPEAKER_00
Yeah, something like that.
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And again, more specific.
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SPEAKER_00
More specific is better, as long as it s not tedious.
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And it won t be, because this is just add a sentence or two of specificity.
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I think you ll be fine.
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I like it.
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SPEAKER_00
So Darren, thank you, man.
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I appreciate you letting us do that.
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SPEAKER_00
And again, if you want more information on the personal brand makeover course, you can go to advancedsellingpodcast.com and click.
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SPEAKER_00
I think that s all I had today.
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Yeah, that s gonna make sure we got those three in Can I rep one little more story thing piece of advice for everybody?
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So this is something you ll notice So Bill s working with this gentleman Darren on on this story and he s already done a coaching session or two with him around this Yes, at least yes.
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Yeah, and we re still going the point is
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When you re working on your personal story, it never ends.
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And you re constantly, constantly wordsmithing, tweaking that sort of thing.
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I think people get in a little bit of a race to get this done and think it s done.
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And it never ends.
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Because we could do this again.
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You could coach them for six months.
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Or I could coach them for six months.
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Just tweak it, yeah.
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SPEAKER_00
Totally, just little modifications.
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And the story might change or the market changes.
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SPEAKER_00
Yeah.
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And so the strong advice for everyone is this is a good coffee shop exercise.
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You go, earbuds in, type, write it out, read it to yourself, maybe record it, listen to it.
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Wordsmith it again, just constantly evolving your story, constantly.
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Yeah, I ve got one.
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You said read it aloud.
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I think that s really critical.
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Every time you change it and add a major part, just read it aloud.
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But then give it to somebody else.
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Have them read it to you.
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That s a good idea.
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Because you ll listen to it totally differently if it s coming from somebody else.
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And you may not like what you hear.
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When that happens because we re reading it to ourselves.
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It s better than just reading or reading it out loud It s better than to ourselves, but still it s your words.
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Yeah, and you re reading it a little in a rote manner So have somebody else read it to you and I think you ll find out a lot about some missing areas That s when I was reading it aloud.
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It was obvious that there were some just some missing components.
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Yes, and
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Okay, so if you want to bring us out and do any kind of work with your teams, make sure you send us an email to listener at advancedsellingpodcast.com.
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Subject line, come see us, and we will follow up with you pretty quickly and find out what you re wanting to accomplish and tell you how it all works.
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SPEAKER_01
Beautiful.
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See you next time.
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Bye.
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Bye.