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Welcome everybody to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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My name is Brian Neal.
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Merry Christmas from Bill Kasky.
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Merry Christmas.
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Glad you re here.
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So thankful.
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What a great year it s been.
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I know people are like, it s a pretty good year.
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You know, it s not bad.
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And we re heading into the new year.
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So this will be our last official episode, I believe, Bill.
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We ll go best of on Christmas day there.
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And thrilled that you re here.
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If you don t,
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Belong to the LinkedIn group, go there.
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We re going to have lots of convo and things coming your way in the LinkedIn group.
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We re over 13,000 people.
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They re headed to 14,000.
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It s great.
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And you know what?
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Do us a favor.
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Oh, here you go, Bill.
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This is a Christmas ask.
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People, what do you want for Christmas?
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If the listeners ask us, what do we want for Christmas?
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I ve got an answer.
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I want you to tell as many of your colleagues and friends who are in sales as you can about the event.
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I m going to do a little Christmas campaign.
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Like, you know what?
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If you re looking to start off 2024 in a good way,
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You don t listen to podcasts, you should.
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And if you do, listen to this one.
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So everybody, just go to your LinkedIn and just put the link of this show and say, hey, listen to these cats.
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They re pretty cool dudes.
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And we have several people who have done that, too.
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Yes, for sure.
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I know you commented on that.
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But if you go to the app, you can share the podcast.
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Just hit Share, and then you can send it to as many people as you want.
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And you could just say what awesome two human beings we are, or how good you are.
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However, you would proclaim that, and then you can do it that way.
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So it s right there in the app.
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Share this episode.
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It s still amazing how many people don t listen to podcasts, and then how many salespeople don t listen to ours.
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Why is that amazing?
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A lot of people listen to it.
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A lot of people don t.
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Well, you ve been doing stuff for 17 years.
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You d think it d catch on.
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You d think everybody would know.
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I d like it to catch on.
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I just talk to a group of salespeople.
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I m like, you listen to podcasts?
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And they re like, yeah.
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You listen to sales podcasts?
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Yeah.
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Which ones?
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I listen to the duh, and they start reading off the podcasts.
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Like, have you ever heard of the Anthony podcast?
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Huh-uh.
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OK.
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Check it out.
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OK.
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What s it about?
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Yeah, check it out.
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All right.
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So you had a story, and then I ve got a treat.
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Yeah, my story is just a, yeah, the story, then we ll go to the treat.
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The treat is fantastic.
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This is a grammar thing.
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I was listening to the news.
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You know what the attorney general is?
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Uh-huh.
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The attorney general.
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And there s 50 attorney generals, or attorneys general.
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That s the problem.
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What s the plural of attorney general?
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It s very annoying.
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Attorneys general.
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Attorneys general.
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Why is it attorneys general?
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It should be attorney generals.
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Are they the general?
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Like they re the captain of the team, the general, the commander of the army?
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Or are they just attorneys who are generic?
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Who just sort of over everybody.
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You re letting too many insignificant things bother you.
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Well, why is it attorneys general?
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It sounds so pompous to me.
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Like, well, 48 of the, 48 attorneys general got together to ban the TikTok.
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I m like, what?
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It s attorney generals.
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Make it easy.
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What s wrong with me?
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Help me, grammar guy.
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It s a weird thing, isn t it?
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I don t know why it is.
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It is.
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And I hear it mistakenly pronounced.
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But it is attorneys general.
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I think I looked it up once.
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It s kind of like data.
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Data is plural.
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Yeah, for datum.
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Data is plural.
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And so data is not it.
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It s them.
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Them.
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I don t know.
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Now the words need pronouns.
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Oh, good.
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Oh, jeez-o, Pete.
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That s good.
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Anyway, so that one annoys me.
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I don t know why I heard on the news.
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And you re a grammar guy, so I knew you d know that.
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Well, the one that annoys me so much, and we ve talked about it, is less versus few.
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Oh, yes.
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People make that mistake all the time.
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Yes.
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Further, further.
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I have less friends than you do.
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No, you have fewer friends.
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Fewer friends.
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Less, are they weight?
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By weight.
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Exactly.
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Skinny friends Okay, I m excited for this treat y all be excited cuz here s a great thing bill said you play it for you first I said no, I want to hear it.
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Okay.
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Well, this is a little treat because it is the holiday season and And you re going to hear from a little girl named Sawyer stop.
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So here we go
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we wish you a merry christmas we wish you a merry christmas we wish you a merry christmas and a happy new year good times we bring to you and your king we wish you a merry christmas and a happy new year i ll bring us some pretty pudding i ll bring us some fish
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Oh my god, are you kidding me?
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That s the greatest podcast episode in the history of the Advanced Selling Podcast right there.
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Done.
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Show s over.
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Let s retire.
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We re done.
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Great run.
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Oh, my gosh.
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Well, she did three or four songs.
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And I do it on the Rodecaster up here.
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And she comes on the microphone.
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And I kind of direct her.
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And you could hear me in the background a little bit, although you didn t need me.
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She s got a pretty good voice.
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I mean, she s in tune.
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She keeps me pretty well.
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Seven.
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She s in tune, man.
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But she s just starting to read.
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And so we ve got to, we did the karaoke thing where she was trying to read on the screen.
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Oh yeah.
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But Fiddy, Fiddy Puddy.
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That was the greatest thing that s ever happened in the events.
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That is fantastic.
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Yeah.
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If you don t listen to that, you know, that s why you need to tell everybody to listen to this.
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Like listen to this.
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Share this episode.
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Seriously.
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That s phenomenal.
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We ll tell Sawyer.
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Thank you.
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What do we, do we have royalties with the pair?
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Yeah.
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Here we go.
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Topic.
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Topic today.
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I was listening to a podcast the other day that I thought, ask a question that I want us to ask our listeners.
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And the question is, if you had $1,000, maybe you re giving yourself a gift for this holiday season of $1,000, and the intention with that $1,000 is to have it make you money next year.
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So it s purely an investment.
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It s not an expense where you re going out to dinner.
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It s an investment.
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Because the whole idea of rich people use money to make money, and that s what we want to do here.
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We want to use this $1,000 to make something more in 2024.
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What would you spend it on?
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That s really the essence of the question.
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Broached that to you and then you had a you had a story that was similar that you heard, but yeah So it s a great topic so that the setup here for you all listening So you were you got a thousand bucks and you re gonna spend it on something for yourself to make yourself better in 2024 and I asked bill in the pre-show
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Did this come from a question that Mark Cuban was asked a few weeks ago in an interview, which he said was the best question anyone had ever asked him.
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And someone asked him the question, if you had $500 in your cell phone and you took all your money away and all your companies, everything s gone, what would you do?
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He said, that s the best question anyone s ever asked me.
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His answer was phenomenal.
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He said, I would go and get a sales job.
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And then he said in one year, he would become the number one salesperson.
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By immersing himself in the company, the market, he d kick everybody s tail.
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And then he d go to the owner and say, you need to pay me X, X meaning a bunch of money, or I m going to go do this myself.
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And if the guy paid him, he d be great, keep going.
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Or if he didn t, then he d go out and start his own deal.
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Is he still Mark Cuban during that time?
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I would imagine so.
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He s very, I mean, you see a story about buying the Mavericks.
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He planted right in the middle of the sales team and started making sales calls.
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So I believe him on that one.
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Yeah, that s good.
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So I guess the question for our audience is, what would Bill and or Brian say, if you re going to invest that $1,000, what would you invest it in?
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And I just shared this with you three seconds ago, so I don t know.
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And I haven t been thinking about it necessarily, although I thought the topic was a good one.
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So let s chat about that.
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What are some things that you would recommend?
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So I would first, and I don t know how much, I ve got to do some little math here.
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I get a little, oh, no, no, I will be OK, I guess.
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What s 80 times 12?
960.
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Yes, you start to, so here s what, let me just tell you this.
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So there are a couple of softwares I would invest.
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I would invest some money in a couple of app things.
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So the first thing I would do is I would subscribe to LinkedIn Premium if you don t already.
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And a lot of our listeners are already on LinkedIn Premium.
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It s easy for you.
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But a lot of people still ask me.
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How much is LinkedIn premium?
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Do I get more?
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Everyone should, every salesperson should pay for LinkedIn premium on their own.
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Now, that s a thousand bucks for the year.
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That s not all I would want to do, but that s an option for it.
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The second option I would tell you, unrelated, not a sponsor, should be, isn t, is the app called Crystal Nose, C-R-Y-S-T-A-L, K-N-O-W-S, a widget that sits on LinkedIn that allows you to assess your buyer or customers or customer s team s profile.
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Has a great report for you.
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Talks about how to team sell with your personality.
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Gives you language guides.
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Really, really great tool.
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Crystal knows.
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Gosh, that s a free plug.
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They should be paying us a billion dollars to say this.
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I m telling you, we re just in a good mood.
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We can just invoice them, see if they will just send it over.
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Well, but that s a year long.
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So I might spend $1,000 with LinkedIn Premium, but I won t do it all at once.
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I ll do it over and over.
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No, truth.
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Yeah, for sure.
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So if you look at three months and say, well, over three months, I m going to spend $240 on it, I d say that goes to your $1,000.
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But in those three months, it s going to make you money.
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It will.
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That s your point.
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Double down, totally.
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It will, absolutely.
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It ll get you a meeting or two that you wouldn t have gotten without it.
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Yeah, that s really good.
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That s my first hit.
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Yeah, that s good.
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My first, the way I would think about this is what s needed?
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So if you look at your sales process and you look at your business and you think about it from a traffic standpoint, like, am I getting enough at bats versus conversion?
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What am I doing with those at bats?
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I would say, what s the thing that s needed the most?
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And I think for most people, what s needed most is,
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is up front, lead generation.
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How do I find more opportunities?
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And so one thing that I would do is I would write a document that you can put on your website and that was the, we ll call it a lead device.
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It s something up front that causes someone to stop what they re doing and download something.
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So if you re selling dental equipment,
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typically you would say, well, we ll just put specs up.
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We ll just put a, you know, here s a spec sheet, ESP350, and people are going to flock to that.
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No, they re not.
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They re not going to flock to a spec sheet or an information sheet.
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What they might flock to though, is if you had case studies of five dentists who had generated a million dollars each after they bought that thing and how they did it, that s what I would write.
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And that s going to cause in this case, in this case, dentists,
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That s going to cause the dentist to say, wait a minute, a million dollars they generated from this.
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I want to know more about that.
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And they will give you their email address and name.
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And then you, on the back end, you can either call these people up and say, hey, I noticed you downloaded this thing, or you can send a series of emails.
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But I always feel like what s needed, and in most people s sales process, what s needed is the front end.
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That s great.
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And who would you pay?
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Would you pay like a writer or a?
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graphic design person here s yeah here that s a good point i would write it myself i probably wouldn t hire a writer you you know i mean let s just say five ways that you can generate a million dollars from the sp-350 yep i love the sp-350 great model it s a great model great chair well yeah i think it s just sp-350x which is the higher level for the tall guys it s a dental chair six five
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I probably would write it myself and then send it to maybe an editor.
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You can find an editor on Fiverr for a hundred bucks.
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Have them really, really contour it.
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I would go to Fiverr and get a cover designed.
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And I would, I would spend some, you know, you re going to spend $30 on that.
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And we re not talking much.
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You could be all in on this thing for a couple hundred dollars.
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And you re going to have to put it somewhere so that you can promote it.
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So you ll probably need a web page of some kind or maybe your company has a page that they can put it on on their website that just has a picture of the document and maybe a video for you saying, here s why you should download this and a place for name and email address that might cost you 100 bucks.
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But, and then all you re doing for the first 90 days is promoting that.
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You re spending all your time on LinkedIn, Facebook, Instagram, wherever you go, promoting it.
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You re having it with you and saying, hey, I just wrote this.
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If you re a dentist and you want to figure out a way to do an extra million dollars using the SP350X or Y or XL, make sure you download this.
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There s all sorts of ideas in here.
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Put your name and address below and it s gone on its way to you.
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I guarantee you, if you do that, and you find the right, I mean, you ve got to find the right topic that s going to really appeal to your customer base.
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You re going to have hundreds of people who will download that.
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And from there, then, there s all sorts of different things you can do.
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Again, callback, all that.
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But for $400 or $500, you can have this document done and use it all year.
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Yes, that s the main thing.
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These things we re talking about investing.
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So you invest in LinkedIn that continues on you invest in crystal nose that continues on you invest in a piece of branding piece that draws people in that carries on.
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And that s the thing.
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These are leveraged investments.
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These are really, really great things to do.
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Versus I m going to buy a Super Bowl ad for $1,000.
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Or I m going to buy a new camera or a new microphone.
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OK, yeah, you need that.
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But I m aiming.
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And really, those two go along together, because you have LinkedIn Premium, and you
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message people and say, hey, enjoyed it, hope we can connect.
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By the way, I just wrote this really quick read piece on how to leverage your SP-350.
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If you d like to get it, here s the page.
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Well, now you re going to have those people that go and download.
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They re not having to talk to you.
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Now, eventually you will, but you could use those two things in concert.
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Love it.
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Love it.
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Because over three months, that d be less than 1000 bucks, you get Christmas, you get LinkedIn premium.
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Yep, that s $500 on one a few hundred dollars on the other for $1,000.
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Now you re rolling.
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It s working all along for you re rolling.
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Exactly what you said it goes to it.
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Yeah.
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And if you want to take some of the money, invest in LinkedIn ads or Facebook ads.
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People always say, well, it s my marketing company s deal.
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Outside the rules for doing it yourself, they re not doing it.
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Do it yourself.
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It s not that hard and not that expensive.
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It s really good.
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Let s see.
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There s so many things.
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So I m going to say this one.
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I would take part of the $1,000, and I would host some event
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for your connectors, people that are in your world who would want to hear from someone.
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Now that $1,000 might go to the speaker or might go to a venue or something like that.
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Sometime early in the year to create buzz,
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toward you.
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So you re the hub, we call this hub selling.
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So you invite somebody that could be, and all you got to do is say, well, what would the event be about?
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Just ask your customers.
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Back to the dental thing.
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If you call in dentists, you probably have some customers who are dentists.
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You say, hey, if you were going to get together for like a lunch and learn sort of thing around the business of dentistry, what s the number one topic you d want to hear about?
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Go ask 10 dentists that.
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I guarantee you six of them will have the same answer.
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Find the expert in that, tell them, hey, I ll pay your plane ticket for 500 bucks to come to this event.
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Invite all your customers, invite all your prospects.
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Video it, audio it, transcribe it.
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You have marketing that goes on forever and ever and ever.
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You re the middle, you re the hub, you re the host.
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You have all the names.
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It s a great thing.
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That s awesome.
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That s awesome.
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And if you re in a...
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a territory or a region where coming to something is prohibitive, then do it online.
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You can do it on Zoom or StreamYard.
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We use StreamYard.
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Promote it with a little graphic that has the pictures of the people.
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You see this all the time on Twitter and on LinkedIn.
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It s a summit.
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It s kind of a panel discussion or a summit.
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But that s one thing I would do.
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I was even thinking, when you were talking about that, if you could set it up so that you were the one being interviewed.
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So all discussion on a stage, no audience.
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Don t need an audience.
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It s just you and the interviewer.
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And you tell them, here, here s 15 questions to ask me.
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And there s a two-camera shoot.
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So you ve got the two-shot, and then you have the individual.
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So that when you re speaking, you re on camera.
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Yes.
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You know, now people assign position with that.
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They re going to say, oh, well, you know, Brian Neal, he was on a stage and he was being interviewed.
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I liked his answers and it was well produced.
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Is that going to cost you?
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No, probably not.
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It s going to cost you $500 to rent the stadium or to rent the venue and maybe a $400 or $500 for a videographer and under $1,000.
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So now, again, like you said, Brian, you re using that all year.
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You re taking clips of it.
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And then, when you have a new prospect, you can say, hey, I recently did a panel discussion with somebody.
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Thought you d like to see it.
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And you either send them the whole thing or clip it up in parts.
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So good.
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Gary Vaynerchuk, we all know him, right?
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Yep.
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Marketing guy.
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His VCon thing was here in India in May.
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I went down there for it.
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He still, because I was there, still uses content for that.
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And it s whatever it is, December 17th, 18th.
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from May, over and over and over and over and over.
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And no one s sitting there going, wait a second.
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There s leaves on the trees in this video.
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I m not buying this.
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No one s doing that.
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They re listening to the content over and over and over and over.
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So the strategy there is do it once, repurpose for a long time.
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Yes.
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And my first one was create something that allows people to opt in in some way.
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And we just don t do enough of that.
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So maybe you take a couple grand and do that.
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But again, this is an investment.
SPEAKER_02
It s not an investment.
SPEAKER_02
It s not an investment.
SPEAKER_02
It s not an investment.
SPEAKER_02
It s not an investment.
SPEAKER_00
$1,000 could yield $50,000 for you next year.
SPEAKER_00
If you do it right and keep with it and promote it, there s no reason it can t 50x your money.
SPEAKER_00
Yes.
SPEAKER_01
Too many salespeople have their fists clenched around their money.
SPEAKER_01
That s right.
SPEAKER_01
Well, it s not my job.
SPEAKER_01
Marketing job.
SPEAKER_01
Well, I don t want to, you know, it s commission.
SPEAKER_01
Unloosen the grip on your money.
SPEAKER_01
Put it to work for you.
SPEAKER_01
You got to do this.
SPEAKER_01
People are so hesitant to do this.
SPEAKER_01
And I don t know what they re waiting for.
SPEAKER_01
Because other people that do it are blown right by them.
SPEAKER_00
You know what I mean?
SPEAKER_00
And your marketing people, most marketing people are just not that good at this.
SPEAKER_00
They don t think like this.
SPEAKER_00
No, they don t.
SPEAKER_00
You think, you and I think, and a sales professional should think, well, what can I do to get in front of more people?
SPEAKER_00
Marketing people aren t that good.
SPEAKER_00
They think of like matching Pantones, right?
SPEAKER_01
Yeah.
SPEAKER_01
Yeah, 416 is not the approved yellow.
SPEAKER_01
I think we re in autumn sunrise.
SPEAKER_01
Is that the approved yellow?
SPEAKER_00
We re going to set it up in the flagpole for the next six months.
SPEAKER_00
In the meantime, you can create these things in hours, not in months.
SPEAKER_01
Amen to that.
SPEAKER_01
Yeah.
SPEAKER_01
Alright.
SPEAKER_01
That s a good one.
SPEAKER_01
Good one.
SPEAKER_00
Well, we wish you all a happy holiday season and I hope you have a great a great time off.
SPEAKER_00
If you take time off and just chill a little bit, relax with the family, have fun and and Brian and I ll be back Lord willing first of the year.
SPEAKER_01
This is not our last episode, even though I said, you know, we re going to retire.
SPEAKER_01
That is not the case.
SPEAKER_01
We re really excited about next year and
SPEAKER_01
What a way to end.
SPEAKER_01
Is there a pension if we do retire?
SPEAKER_01
We do.
SPEAKER_01
We do.
SPEAKER_01
Yeah.
SPEAKER_01
The, uh, the, uh, advanced selling podcast and totally is, uh, having a, having a good run here for the last 10 years.
SPEAKER_01
Really good run.
SPEAKER_01
That s good.
SPEAKER_01
Okay.
SPEAKER_00
That s it.
SPEAKER_00
Yep.
SPEAKER_00
Awesome.
SPEAKER_00
Happy new year.
SPEAKER_00
Merry Christmas, Brian.
SPEAKER_00
Same.
SPEAKER_00
Cheers.
SPEAKER_00
Bye bye.