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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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I m Bill Kasky.
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Brian Neal here.
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We love it that you re here.
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It s the Monday after Thanksgiving holiday here in the US.
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And, uh, I know we re kind of in that phase in between Thanksgiving and Christmas and, uh, we re going to be bringing you some delightful Christmas music.
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Brian s going to play on his piano.
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I could, if I want.
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Yeah.
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I mean, I could, if I wanted to, is what I want.
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That doesn t, that didn t sound right.
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Technically you could play on the piano.
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The question is, could we work with the sound and audio up?
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I should bring my pianos downstairs and here in the studios.
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I could probably bring it up.
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Couldn t I?
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We had a comment on LinkedIn that said that bit you guys did on the microphones was funny.
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And I can t remember what it was.
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I don t remember either.
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I do remember talking about the mics.
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I don t remember what we said, though.
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Yeah.
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Because it had to do with our need and desire for good audio quality.
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Yeah, maybe there was a story there somewhere.
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But anyway.
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I don t remember that.
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So almost Christmas time, almost be Neil s birthday here.
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God.
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Yeah.
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Keep coming.
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Don t think it s fun.
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December 9th, December 11th, December 11th.
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Yeah.
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Yeah.
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Two weeks before Christmas always.
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Um, so you, so this is a kind of a lead indie, um, whether we ve mentioned things in the past, but, uh, this is a triggering emotional, I m realizing you need to get a little older to take self inventory of your personality and deficits you re having.
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I ve noticed that I get triggered when,
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things are wrong that a man should know that I don t know.
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Does that make sense?
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So, so I was, uh, away.
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So a couple of like episodes and I ve got to really examine this when, um, um, uh, we have a, you know, people that work and help us with our house and stuff like that because I can t do anything.
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I, I m one of those men that can t do anything that guys are supposed to do.
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I m very stereotype, broad stereotype here, but you know, like fixing things.
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So we bought a new shower head, okay?
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The shower head is a really easy thing to install, most people would say.
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Unscrew the thing, put a little of that like white tape, screw the new one in, you know?
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I m just, you know, still not there yet.
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So I call our guy who helps us with stuff like our- So did you try it and it didn t work?
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No, I didn t, no, I didn t even want to try it.
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Nope, and I m gone and so I m traveling and then I get a text from my wife that basically says, have you talked to Sam?
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Sam s our guy that helps us out, about the shower head.
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And I just lost it.
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Like, no, I thought you were going to call him.
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You can t, I can t, you know, I don t have time for this, right?
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It s like, what is wrong with me?
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What I hear though, is I hear, uh, uh, hate dumb ass that can t do anything remotely helpful around the house.
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You ve gone and called the easiest project to do in the world.
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We re going to pay someone $300 to do it.
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Did you talk to him yet?
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That s what I hear.
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Isn t it funny?
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Those tapes that we hear in our, yeah.
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You know, and you have, you ve taken it off the off your task list and you ve put it on somebody else s.
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Are you working through that?
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Exactly.
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And now it s back on mine or whatever, but they re back.
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Yeah.
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As they say in the, uh, you know, self-help world, I m unpacking that as we, as we talk.
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Oh God.
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Because that s not what it was at all.
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And it s like, you know, I don t know.
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Well, I ve got a similar story that I will tell next episode.
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I want to get into today s topic.
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But it s a similar story about what a man should be.
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There you go.
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So we re in good company.
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We re going to turn this into the man show.
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I love it.
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Yeah.
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OK, topic.
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OK, topic today, as you know, and you ve heard us promote it, maybe seen it on the Advanced Selling Podcast LinkedIn group, we re doing a personal business planning session on December 6, 12 to 2.
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It s for sales professionals, leaders, VPs of sales.
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And it s going to take a look at how do you build a plan for your biggest goals for next year.
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And there are two portions to this.
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One is, what do you want to accomplish?
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What are your outputs?
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What kind of income do you want to earn, revenue, whatever?
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That s the goal.
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But then the question is, what are the inputs?
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What are all the things you need to have line up appropriately, behavior, skills, things like that?
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And so we ve got a grid.
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It s called the planning grid that we re going to introduce.
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And Brian and I have both been using variations of it for our clients.
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And so we re going to introduce that.
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So if you want to learn more, just go to advancedsellingpodcast.com.
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There should be a link there.
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It ll take you right to the sign-up.
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It s $97 tuition.
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There s a video that goes out in advance.
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And then you have the two-hour session.
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You get a manual.
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And then there ll probably be a follow-up audio or video of some kind.
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So we d love to have you there for that.
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Today, what we re going to do is we re going to take a dive into one of these eight areas that make up what you need to be good at.
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What are your behaviors for next year in order to get to your goals?
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And the one we re picking is marketing plan, personal marketing plan, personal marketing activities.
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Most of you don t have a marketing team that generates leads and provide you with opportunities.
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You might have a business development team that does that, but generally you re responsible for your own marketing.
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So we decided to go down that path.
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I love it.
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And this is the input column.
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That s correct.
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Yeah.
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Input column on the personal business plan that you all will be
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working through here in a week or so.
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By the way, my little plug for joining us for that is if nothing else, coming to this session forces you to carve out the time to do it.
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Because so many people don t do this, not because they don t want to, it s because time disappears on them.
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So join the group and come and do this.
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It s worth the time to do, I promise.
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OK.
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Uh, the idea of the input of personal marketing.
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Now here is, and I said in our, uh, prep, uh, pre-production, uh, meeting, I don t know which pre-production meeting I was in.
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It was so deep.
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Uh, was, I said, this is timely.
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Bill, did you see the news that both Google and Yahoo just released about emails?
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No.
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Starting, I believe, check the date on this, either February 1st or February 24th or February 1st of 24 or something like that.
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They are going to begin to limit the number of emails sent per day to 5,000, which will essentially kill a lot of the marketing email spam even executed by sales teams in that moment when they stop allowing that.
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This to me, and I think this is just the first domino of this.
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I think they re just going to get going because people are so done with the personal marketing version.
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That s usually done by a marketing team.
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So I m giving the sales people benefit of the doubt.
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And still the salespeople are recipients of it.
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And the salespeople have their own sort of like cold cadence that they use.
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Send the cold email, send the cold email, send the cold email.
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And they do it in batches and stuff.
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That s right.
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So I think those days are ending quickly.
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Gong just came out with some data that supports that it s ending quickly that mass mass attempted personalization of marketing is no no is going to be gone.
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Yeah.
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It s like when you call AT&T and the person says, please give us your first name, William Kasky.
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Oh, thank you.
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It s like, no, you re not.
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You re pretending like you re a human.
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You re not.
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You re not.
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Yes.
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Thank you, William.
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So it s all it s all fake.
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And so the question then is given that I didn t know that.
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Yeah, that s new news.
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Yeah.
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So that s new news.
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So so and where that brings me to the topic is then what?
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So now these marketing spam, spray and pray strategies, the tech that you technically can t do them, what are you left with, you re left with your own personal marketing.
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So I m saying here is this is really critical.
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I think it s a really timely thing to talk about in a 2424.
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Good.
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That s great.
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That s my setup.
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So the what is, I m going to do a what, why, how here.
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The what is the marketing plan that you need to have some kind of a marketing plan that you execute.
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Now, you might have virtual people.
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I know some of you are entrepreneurs.
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You have virtual assistants.
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That s fine.
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But there has to be a marketing plan that you execute.
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And it sounds like it can t be just a huge mail list, which most of you who are listening
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you re not emailers, you re not email marketers generally, but you do have people who you ve met with, customers, prospects, who you have collected email addresses for.
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So that should be part of your marketing plan is how am I going to use these names and this list that I have in a respectful way, not in a blast, you know, send them an email every day,
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But how am I going to use that?
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So to me, email marketing is one important part of your marketing plan.
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Yes.
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And I think my big pitch here on the personal marketing plan
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I think you need to find your way.
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So everyone wants to do, you know, personalization, that s a big thing.
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And so what we did is we went was to how do we do mass customization?
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Well, we use like little algorithms and bots and parentheses to do that, right?
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So it says, Hey, Bill, or it says, saw you went to DePaul, go Tigers.
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That s what it says.
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Yeah.
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So you think like that person researched it and sent that.
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They didn t do that.
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They re using that to scrape off a link.
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Go last name.
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Yeah.
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And mascot, right.
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Go search mascot DePaul, you know, Blum equals X, you know, and it s ridiculous.
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I get that.
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You get those.
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I get those.
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I m sure.
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Yeah.
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Go Hoosiers, you know.
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And so I think the trick to this is finding the way to get in rhythm.
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So what used to be mass out is going to be a little different.
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It s going to take more effort and energy on the sales teams, which is why you need to develop this plan to give the commitment to the behavior to do it.
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You have to go personal yourself.
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You have to be the one to look.
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A computer can t look for you.
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Um, that s my opinion.
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And I think if you do that, your marketing plan is going to be more successful because it s going to be obvious that this is no spam bot robot.
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Correct.
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And then I get a genuine answer and I m being very authentic with what I m doing.
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So,
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The idea here is that we still need to use email to communicate with our potential clients and clients, where we need to personalize them.
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But when you re talking about personal, I don t think it needs to be find out where the dude went to college.
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I don t think that s the right form of personalization.
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To me, personalization comes from the tone of the copy.
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How does the copy sound?
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Dear Mr. Neil, it has come to our attention that in the past 17 months, you have been, that s traditional marketing copy, almost legal copy.
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But if it s, hey, Brian, saw you were looking at our site the other day.
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Awesome.
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I m glad you re doing it.
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Hopefully I can help you.
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That feels a little bit more personal.
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Now, you ve got to be careful that you don t go overboard.
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But generally, email copy is so stiff, and it comes from the marketing, you know,
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people, and it never feels like it s really personal.
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So if you re writing emails to prospects or customers that don t feel personal, feel very stiff, then soften them up a little bit.
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Make them feel like, oh, I know it s a form.
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People know it s a blast.
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But at least if it s entertaining and if it feels like it s personal, that ll be helpful.
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Absolutely.
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And just do a little work.
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This is where I get so irritated sometimes.
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So Bill, in your LinkedIn profile, does it say that you played basketball at DePaul by chance?
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It s OK.
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I don t know.
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I m just curious.
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I don t think so.
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It s not a test.
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I just don t think it does.
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So either way, I mean, it s like, if you look on, so with mine, I mean, mine says I ref in the NFL.
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I mean, it s there, or I play piano.
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It s so easy for you.
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to put something that truly shows that you did a little research.
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So I get things like, Hey, your LinkedIn profile was real intriguing.
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You know, do you want to talk about this thing?
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I m like, what, what, what you re you ve missed.
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It s an automatic miss to catch all right.
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Exactly.
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And, and I can still write the body of an email.
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That is the same and put a, an actual typed personalization sentence or two sentences.
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That s it.
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And then hit send.
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So 85% of the thing is the same.
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And so if you re listening to this and you re doing your personal marketing plan as one of your inputs, strong recommendation that you create the discipline to sit down, whatever the time period is once a week for 30 minutes, do a little productivity pod and just send out emails to see this, but do it with real personalization.
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Yeah.
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Not with the fricking parentheses in the,
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And you can use AI for this, too.
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You can write the email in your tone of voice that feels personal.
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Have ChatGPT, or we re using Claude, claude.ai.
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We find a little bit more friendly, personal the way.
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But have that spit out something.
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You might like it.
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I was on a call the other day with a guy that coaches me, and we used ChatGPT for several, and it just didn t feel right.
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And on the fourth one we did, it was like, wow, that was really good.
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So you might have to work it a little bit.
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But the point there is, you ve got tools, free tools, AI tools, that will help you write these things.
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But you re still going to have to bring the tone to a personal tone, because sometimes they don t do that.
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So number one is, part of your marketing plan should be a consideration of email.
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How is email a part of this?
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Whether it s communicating with current clients, promoting other products, prospects, booking appointments, make sure email is a part of it.
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Yes.
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What do you, I ve got something else here as number two, do you want to go?
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Uh, let me take a turn, can I?
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Yeah.
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Uh, I m going to say part of your personal marketing strategy needs to be your, uh, a very broad statement, but your, um, LinkedIn action planning, what you re actually going to do on LinkedIn specifically written down with some numeric
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Yeah, daily, weekly, monthly behavior.
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Yeah.
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Like post two videos per month.
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That specific.
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I think that needs to be in there.
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I love that.
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And, you know,
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I was talking to a client the other day, and they were struggling with getting their LinkedIn things done, videos or articles or whatever.
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And I said, you re still seeing this as a task, as a task to put on your list.
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You ve got to stop seeing it that way.
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You ve got to start seeing it like if you
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You know, if you re, can I say Peter Jennings, he s long gone, but if you re Peter Jennings and you re all you millennials, who s the current guy on ABC news?
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See, nobody knows cause they don t watch the news.
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That s David Muir.
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David Muir.
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That s right.
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I like it.
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Yes.
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If you re David Muir,
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And you do the evening news.
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And let s say you have to show up at ABC at noon to start writing.
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You don t say, hey, my task for tomorrow is do the evening news.
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You say, that s who I am.
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That s just who I am.
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And so I think we ve got to get that way with LinkedIn and social media and social media marketing.
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It s just who we are, like this podcast.
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It s just what we do, because we re in the space of wanting to bring value to people.
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So how do you move it from a task list, which it always gets moved.
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I mean, I ve got clients who have been trying to get the first video out for six months.
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Oh, my god.
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And people around them are doing it, but they re just battling this internal lizard burning or resistance or whatever.
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So try to figure out a way to move it from a task to just, this is just what I do.
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I post something every day on LinkedIn that happened to me yesterday when I was out in the field talking to prospects, et cetera, out in the field.
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It s kind of a little tricky habit.
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By the way, you do have that you played basketball and you were a fight out at DePauw.
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Oh, okay.
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So even those two little tidbits.
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So I was a beta and that was a Miami triad thing or whatever.
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Yeah, yeah.
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Semakai beta and fight out, right?
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Oh, you agree?
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Did you snap?
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Would you guys click when you re in the fraternity house instead of clapping?
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Oh, really?
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No.
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So I was clicking for you earlier.
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We call it click.
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Yeah.
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So that means when I really like your idea instead of clapping, I click, click, click.
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It s weird.
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Boys never grow up, do they?
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Boys never grow up.
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You don t grow up.
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Boys never grow up.
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OK.
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Here s my little trick on that.
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Those people that you re talking about, Bill, that have resistance to doing their first video on LinkedIn, and some of them, it s just even resistance around going to LinkedIn and interacting with it.
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Some of them, they ll screw up.
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Here s a test for them to ask.
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Now, this may fail in some cases, but in a lot of cases, it won t.
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Ask them how many times a day they go to either Facebook or Instagram.
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And if so, how many times do they post on either?
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Some of them will say none, but many of them will say, oh, God, you got me.
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I m on Facebook 18 times a day.
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SPEAKER_01
I m on Instagram 50 times a day.
1
SPEAKER_01
Do you ever post anything on Instagram?
1
SPEAKER_01
Yeah, I actually do post all the time.
1
SPEAKER_01
OK, so then the rule becomes that those two, whatever social media habit you have already, most people have a social media habit.
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SPEAKER_01
The problem is it s not LinkedIn.
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SPEAKER_01
You tether those together.
1
SPEAKER_01
And the rule is you have a little Brian and Bill in your ears with beautiful audio microphones telling you every time you go to Facebook, the rule is you have to then immediately go to LinkedIn.
1
SPEAKER_01
That s a thing.
1
SPEAKER_01
Then you tether your priests, your habits together.
1
SPEAKER_01
Cause that s what I m noticing is people like LinkedIn.
1
SPEAKER_01
I m like, how many times you on Instagram?
1
SPEAKER_01
Oh, tick tock.
1
SPEAKER_01
I d rather not say, I m like, that s your problem.
1
SPEAKER_01
You ve got a habit in the wrong social media for business.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
That s a little trick.
1
SPEAKER_00
So another thing about LinkedIn, and I know that we tend to harp on LinkedIn, and I have kind of a love, mostly love, but sometimes a love-hate relationship with it.
1
SPEAKER_00
I saw a stat the other day, we might ve mentioned it a few weeks ago, that only 3% of accounts actually create content on LinkedIn.
1
3%.
1
SPEAKER_01
I did not, I didn t hear that.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
Which is to me, opens up an entire amazing opportunity for people who are willing to shoot video, write articles, create graphics, whatever those are for you.
1
SPEAKER_00
Uh, it s an awesome opportunity.
1
SPEAKER_00
And, and I would even say that the 3% who do it, most of it s kind of garbagey.
1
SPEAKER_00
I mean, it s just, it s not very good.
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SPEAKER_00
It s not personal, not authentic.
1
SPEAKER_00
The market is wide open there for you.
2
SPEAKER_00
So we re going to be talking about a couple other things that you can do in our personal business planning session in terms of marketing.
2
SPEAKER_00
But I wanted to dig into a little bit of that today because I think it s helpful to just get a start on thinking about marketing for next year.
2
SPEAKER_01
And I would say more than anything else from today s episode, one, come to the business planning session.
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SPEAKER_01
Number two is if you do your own business planning, make sure you ve got a marketing plan.
2
SPEAKER_01
as part of it that has commitment to certain behaviors, a certain frequency per day, week or month.
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SPEAKER_01
Because most people just don t have that written down anywhere.
2
SPEAKER_01
And then we ll talk about next time on how to do it.
2
SPEAKER_00
But yeah, that s good.
2
SPEAKER_00
And, you know,
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SPEAKER_00
30 years ago, we all had behavioral plans that relied on outreach, cold outreach, cold calls, drop-ins, maybe a networking event here and there.
2
SPEAKER_00
And now you ve got so many different other opportunities to go one to many.
2
SPEAKER_00
So your behavioral plan might be cold calls.
2
SPEAKER_00
There might be some cold calls in it.
2
SPEAKER_00
That s cool.
2
SPEAKER_00
But don t rely on only that.
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SPEAKER_00
It s got to have different pillars to it.
2
SPEAKER_01
And certainly don t rely on your mass email strategy, because it s going to be gone.
2
SPEAKER_01
Going to be going.
2
SPEAKER_00
Going to be going.
2
SPEAKER_00
All right.
2
SPEAKER_00
See you next time.
2
SPEAKER_00
See you.
2
SPEAKER_00
Bye.
2
SPEAKER_00
Bye.