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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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I m Bill Kasky.
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That was our second take at the lead-in.
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My audio coach over there, Mr. Kasky, said, I m going to stop you here.
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I don t think you re coming in through the good mic.
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And he was right.
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Yeah, being the audio nagger that I am,
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It just didn t sound quite right.
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And you were bragging earlier about your new audio soundboard.
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I m like, this is making his voice worse, not better.
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And we finally figured it out.
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You mean this one?
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Yes.
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Where I ve got all the sound effects?
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Is that the one you re talking about?
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My bad.
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Looking forward to hearing those.
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Bill Caskey, everybody.
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Oh, it s so fun.
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Isn t it?
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Yeah.
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So since we each have those, we re going to have our listeners with the advanced selling podcast, listeners are going to have to listen to a roadcaster duel between me and bill.
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That s right.
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Although you re way ahead of me.
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I ve got to load mine up with some new fun things.
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Well, I had something happen here.
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My daughter, Kara, is pregnant and due here four or five weeks.
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And I thought it would be good.
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I ve read a lot about, over the years, just how important it is that you feed the baby s ears with things like classical music in that last trimester.
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I ve always, I ve always believed that because when you hear the, what the baby is hearing with the fluid and all that stuff, it s like, yeah.
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So my invitation of embryonic fluid.
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Add that to your soundboard.
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I m sure somewhere we can download some amniotic fluid.
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Anyway, I thought it would be good to have that on.
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And then I thought, well, with the RODECaster, why don t I just add Papa s voice to it?
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And that way, the baby can start to hear.
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Because I m not going to be out there for the birth.
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The baby can start to hear my voice.
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And I ve got a distinctive voice, I guess.
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We all do.
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And it would be good.
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So I put together the first one.
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I want to play just 10 seconds of it for you.
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And after I got done and listened to it, I actually sent it to Kara.
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But I had a couple of people say, you sound like a creepster.
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Now, before you play this, do we know like the gender of the baby?
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And I don t know what we do.
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That s a baby girl.
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We know she s a girl.
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Do we know her name yet?
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No name.
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No name yet.
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OK.
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So it starts with a P. We got a P. So it s picked.
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You just don t know it.
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Correct.
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That s it.
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And so this is the audio of Papa talking to baby girl P talking baby girl I m gonna give you 10 seconds and see if you think I sound as creepy as I think here we go Hey there baby camp, this is your Papa speaking you don t know me yet.
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I
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but we are going to meet very soon.
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Now, have you ever heard me sound like that?
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No, before the music, you had someone locked in the closet with a knife music.
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It s a hostage.
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Yeah.
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A hundred percent.
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Oh my gosh.
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Yeah.
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I m going to be in the, uh, probably the camp of the rest of the public.
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Love your voice.
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You have a brilliant velvety, smooth radio podcast broadcaster.
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Yeah, but I can, I can imagine if I keep doing them in that voice and the baby girl comes out and I show up with my normal voice, you re like, who the hell is this dude?
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You re like, Hey, baby.
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It s kind of like, good morning, Baby P. I m Papa.
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Hi, Papa.
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You re like TV dad from those Geico commercials, right?
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Exactly.
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So anyway, it was funny.
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I love the heartfelt attempt there.
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I mean, I love what you re doing.
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That s really cool.
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Yeah.
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It sounded a little not you.
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So the last two I did, I was more me.
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In this case, why don t we just have her listen to a few podcasts?
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Seriously, why not?
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Or record you playing with your other two grandkids?
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Because that s what she s going to, you know.
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Yeah, that s true.
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That s fun.
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Well, good luck to Carol on all that.
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I didn t realize it was coming that quick.
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That s quick.
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Yeah, it s quick.
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It s been a long time ago, and now it s a long time away, and now it s right on us.
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Last time to say, last thing you should ever say, well, a lot of last things you should ever say to a pregnant female, woman, whatever, but one of them is, well, that was quick.
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You should never, never just say that.
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Don t say that to Karen.
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Yeah.
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Talk to Brian.
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He was like, boy, that went fast.
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Don t say that to her, please.
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No, it didn t actually, not at all.
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OK, I ve got a topic today, and we talked about it a little bit pre-show.
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With all of the stuff going on in the world, the marketplace and recession, no recession, layoffs, no layoffs, lots of different questions and somewhat of a chaotic environment, I think,
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And I was thinking the other day, are there some trends or issues or things that have risen to the top of the list of things that should be important to salespeople and sales organizations?
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And so I floated that past you.
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You seemed to like it.
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And then you had a topic idea that kind of fit under that.
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And so what we thought we d do here is just have Brian observe, have me observe, go back and forth a few times and talk about some trends that we see, and then maybe offer some perspective and maybe a little counsel on how to avoid or navigate through that.
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Yes.
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I already thought of a new one just in your intro there.
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Oh, really?
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This really has my brain spinning about what I m seeing.
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It s a very good topic.
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I m going to use the one that I brought up first.
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I m going to do that one last.
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Here s a trend I m seeing.
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I am seeing buyers dictating timelines and process more than they ve ever dictated timeline and process.
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I see buyers
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delaying decisions, pausing contracts, just being granted more control.
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And I say it s happening more than I ve ever seen it, because I think sales teams have gotten weak at controlling process and timeline.
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And so when they get that timeline process resistance, they don t know anything to say but okay.
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And then they re blowing in the wind.
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And that s happening all over the place.
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What is blowing in the wind?
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Okay.
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That s a song, isn t it?
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I think it is.
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Yeah.
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Uh, we need fact checker, Doug boy.
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It s been a minute, Doug, since we ve had you on the show, Doug Joseph, what does blow in in the wind?
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What is that song?
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The answer is blowing in the answer.
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The answer is blown in the hoop by whom who sings that song.
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Is that Peter, Paul and Mary might be.
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Oh, man.
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All right, Doug, get on it for us.
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You pulled that one out of nowhere, but I think you re right.
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Peter, Paul and Mary, that that was aggressive for Easter.
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My friend is.
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Yeah, yeah.
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That s pretty impressive.
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Peter, Paul and Mary, where d that come from?
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I don t know.
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Anyway.
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So you were too young, too old for that, too young for that.
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Oh, well, my aunts and uncles used to have the eight track and they used to play with my uncles.
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And I ll see if they re like.
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Yeah, right at the edge of jumping out the window.
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So boring.
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So boring.
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It is.
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Okay.
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So, um, what was your first one?
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Buyers controlling process and timeline.
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Do you want to talk about that for a minute?
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Yeah.
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Yep.
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I think, uh, just what I said, I think, uh, we ve atrophied our sales muscles.
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We ve not done a good job going into the process, laying this out.
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And then when it comes our way, we don t know what to do and how to handle it.
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And I think we re prescribing our clients have very, very strict, defined, laid out processes that you can even see in a one pager, preferably, even steps or stages named.
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And so people buy the process almost without even writing a check yet.
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They buy into a process.
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And I just love that this is a very tactical thing.
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If you just run around town telling everybody that you are like junkies or crazy for two things, clarity and efficiency, we are in love with the ideas of clarity and efficiency.
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And in the spirit of those things, we love to lay out timelines and processes with extreme clarity.
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I hope that s not offensive to you, Bill.
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And Bill s gonna go, no, no one s gonna say that really is.
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I d really like to make it complicated.
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No one does that, so.
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No, I think that s excellent.
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That s excellent.
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And we ve been kind of harping on the whole sales process thing for a long time.
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What we probably haven t emphasized is really being committed to it.
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It s one thing to have one.
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It s another thing to like, no, this is the vehicle.
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This is how we live our lives.
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This is how we help you, Mr. Prospect, get from where you are to where you want to be is this process.
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This is the beginning.
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And if we re not committed to it, it s too easy for them to say, well, I m not going to do that.
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And you say, oh, OK.
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Right.
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It s like you heard the analogy of breakfast with pigs and chickens.
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When it comes to breakfast food, chickens are involved, but pigs are committed.
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That s the thing.
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That s it.
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That s good.
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I love that.
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Because you re right, most people do have some process.
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Yeah.
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They have.
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They just haven t been committed to it.
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That s really good.
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And so part of getting that commitment, I think, is being detached from the outcome.
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A, it s really believing.
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Because you have to believe in your process before you can get committed to it.
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If you just think it s there to help you sell more stuff.
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and it s not there to help the customer, because that s really the essence of a great process, is even if they decide not to work with you, your process has helped them.
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And if you can t say that to us or to your prospect, then maybe your process needs to be better.
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Maybe that s why you re not committed to it.
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So get committed to it, believe in it, then it s going to become easy to enforce.
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Absolutely.
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It s effortless then.
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It s effortless.
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Yeah.
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Just how you do it, because you know it s the best way.
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Also, I wonder how much brand figures into this, too.
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So if you have a brand that people really want to be a part of because of maybe you ve got a podcast, you ve got a YouTube channel, it seems like it s easier to enforce a process if they want to work with you more than you want to work with them.
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Yes.
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Way.
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They want to be a part of your process.
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They want to be a part of your, yeah.
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And I don t think we give that.
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That actually is one of my other ones there, is we have to reinforce brand.
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Like, what is your brand?
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Why is it important that they know it?
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And what does it include?
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What s your brand philosophy?
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Do you have an understanding of their kinds of problems that you can elaborate on better than even they can?
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And all those things.
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But I ll hold that for now.
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You can say it now, you just did.
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No, it s just, that s another trend I see as an issue is companies aren t thinking about their brands so that when you get to that point where you have to explain the sales process, people say, Oh, whatever, man, I want to work with you.
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So that s it.
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Yep.
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And people confuse logos and platitudes with branding.
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And then it s such a small piece of it.
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It s an important piece, but it s a small piece, I think.
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This is more about the feeling and the vibe and the energy and what it s like to go through.
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There s a culture behind brand.
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And I think people are really confused.
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Like, I need a personal brand.
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I need to make my own logo.
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I need, you know, BC ink or BZ or whatever.
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It s like, that s not all it is.
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It s bigger than that.
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You know, what s surprising is when I work with a client on branding, one of the first things we ask is, what problems do you solve in the world?
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What problems do you solve for your customers?
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And it s hard for people to produce a list of those.
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Yeah.
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And you would think that, oh, wait a minute, our whole company is structured around bringing value.
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And bringing value means solving of problems or avoiding problems or helping.
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And yet, so rarely is there a Google Doc anywhere that has a list of the top 12 problems.
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Right.
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And to me, that is part of your brand is what problems do you solve?
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It has nothing to do with logo or
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or Canva or design, it has to do with what s inside the brand at its deepest level.
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And that goes for personal brands too, not just company brands.
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And we ve talked a lot about personal brands.
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But yeah, what problems do you solve is a good way to begin to think about your brand.
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I love that.
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I would also advise you, if you re thinking about taking on a project like this with Bill or with anybody, the people that have the best answer to Bill s question of what problems you solve and what is your personal brand or your company brand like are your existing customers.
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They will tell you all of it, good and bad.
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They ll say, here s why we keep Bill Kasky around.
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Here s why we keep Brian Zuber around.
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Here s why we keep the Advanced Selling Podcast around.
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They ll tell you.
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All the answers are there.
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You just got to ask them.
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It s good.
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OK, so I ve done one.
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You ve done one.
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So I m going to go ahead and do the one that we started with here.
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I think a trend that is happening right now is the ideal client or ideal customer profile that you had as few as six months ago is probably the wrong one now.
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And people have been really slow to shift their ideal client.
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This is happening really heavily in the technology space, where these technology companies were sort of incestuous with each other.
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They sort of built upon each other.
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And when that house of cards collapses, it s a house of cards.
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It goes down.
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And so you ve got to learn to say, OK, we used to serve other software companies with our software, where all the other software companies are now, like, either going out of business or they re getting merged or purchased or shrinking.
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Who else could use our software?
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Could we make our software do something in another industry?
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So kudos to those companies who are moving outside of that, but most are not.
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That s a trend I see.
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They re just still walking up the hill to the cliff, and it s a cliff on the other side.
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They re going to fall off.
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But they won t turn around and say, this is probably not the best route to go here.
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Ideal client.
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Got to re-engineer it.
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I was thinking you were going a different direction there.
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Like, let s say you ve got a software company, and you re doing this, and you re pretty clear about your ideal client, and your avatar, and everything about them.
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And then you make a slight shift.
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You re saying that you then have to re-educate yourself and redefine who that ideal client is, because this person
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It s not entirely the person it was before.
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Yeah.
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Okay.
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Totally.
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Totally.
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Yep.
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And so people are just literally, like, hammering things that are dying.
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It s like trying to save a plant that s dead or something.
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It s like, it s over.
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You got to move on and get a new plant.
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But now you got to go shop for what kind of plant do you want?
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I got to rethink that whole thing.
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You know what I mean?
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I love plants.
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I m horrible at taking care of plants, just so we re clear.
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And I use that as an example.
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I m not speaking from experience at all.
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I watch others do that.
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Hey, you got to water it?
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I don t know.
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Is that it?
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You re supposed to.
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Speaking of talking to your unborn grandchild, you re supposed to talk to plants too, right?
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It sprays carbon dioxide on them.
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Oh, is that it?
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I think so.
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I think it s carbon dioxide because they like the carbon dioxide.
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So playing the advanced selling podcast for your plants really doesn t work.
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I d love for someone to put a couple of headphones on their
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I only know chrysanthemums because I misspelled in the spelling test.
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Chrysanthemum and algorithm.
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Algorithm.
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Got another one, Bill?
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I do.
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Here s one that s very tactical, but I hear this a lot, and it s the
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We all know that we should be shooting more video.
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We all know that.
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Not we all, but most people who have been in the market and who are responsible for their own leads and are doing things on LinkedIn and social platforms, they know they need to shoot more video.
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And I was working with a guy the other day at a client, and he opened a new distribution center in the city that he s in, and he s kind of a general manager of this operation.
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And he said, you know, I was thinking maybe we could shoot a tour, a quick tour of the new facility.
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OK.
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I said, yeah, that s good.
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Good idea.
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I mean, something to get him launched, because this was his first video.
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So he went out, he shot some footage in the DC, and he narrated it.
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And then he sent it to me and said, what do you think of this?
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I m going to post it up this weekend.
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I m like, whoa, wait a minute.
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Everything was from a distance.
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You literally could not see anything.
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You got these huge overhead doors.
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Well, let s get close-ups on those.
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Let s see how they operate or whatever.
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Because if somebody is interested in a distribution center, they re going to be interested in the fine intricacies of it, not just because it all looks alike.
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Yeah.
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Secondly, I said, you re, you re, you re very boring.
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And he laughed.
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He said, you re very boring.
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He was just talking monologue.
1
SPEAKER_00
And I said, why don t you reshoot it?
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SPEAKER_00
Talk a little bit more enthusiastically about this new million, $10 million, whatever.
1
SPEAKER_00
And then shoot a video before, up front, so you say, hey, Bob Smith here.
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SPEAKER_00
I m going to take you on a tour today.
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SPEAKER_00
We ve got the new thing open.
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SPEAKER_00
I know it s hard for you all to get here.
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SPEAKER_00
So I thought I d take a tour.
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SPEAKER_00
If you want to come over, great.
1
SPEAKER_00
But next two minutes, I m going to take a tour.
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SPEAKER_00
And here s the way it looked.
1
SPEAKER_00
Hey, everybody.
1
SPEAKER_00
Bob Smith tour coming up soon.
1
SPEAKER_01
Welcome to the advance.
1
SPEAKER_01
All right.
1
SPEAKER_01
I d get it later.
1
SPEAKER_01
Travis put this video up there.
1
SPEAKER_01
This is good.
1
SPEAKER_01
So got to be doing video just like this.
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SPEAKER_01
You guys got to be doing it.
1
SPEAKER_00
I mean, it s literally that s where I think there s a bit too much space there.
1
SPEAKER_00
So he redid it, and he redid it, and he redid it.
1
SPEAKER_00
And finally, it was what I would say acceptable for post.
1
SPEAKER_00
But here s the problem, is I don t want to be too much of a jerk on these things.
1
SPEAKER_00
But you re competing against Netflix and Apple TV.
1
SPEAKER_00
And you re competing against large organizations that have massive production budgets.
1
SPEAKER_00
And they are great at storytelling.
1
SPEAKER_00
So if you re going to compete even close to that, you ve got to have a decent
2
SPEAKER_00
shot construction, and a decent message, and decent lighting, and decent audio.
2
SPEAKER_00
You don t have to be up there, but you have to have something.
2
SPEAKER_00
Because if not, if you re going to do this, people will give it three seconds.
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SPEAKER_00
They ll say, well, how credible is this dude?
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SPEAKER_00
So that s my advice is get some help in video construction and storytelling so that when you do shoot video, you re not embarrassed about it.
2
SPEAKER_01
That s really great.
2
SPEAKER_01
And by the way, and I know people get all worried.
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SPEAKER_01
They think I d hire a film crew and all this jazz.
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SPEAKER_01
This isn t a bike.
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SPEAKER_01
You re not, you re not Steven Spielberg or this boring guy Bill s talking about it.
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SPEAKER_01
There s an in between there.
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SPEAKER_01
Right.
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SPEAKER_01
And I also think you need to stay to your authentic self, stay true to your authentic self.
2
SPEAKER_01
I don t know what s guys, his name s not Bob, is it?
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SPEAKER_01
What s his first name?
2
SPEAKER_01
Oh, but we re using Bob.
2
SPEAKER_01
Okay.
2
SPEAKER_01
Yeah.
2
SPEAKER_01
So, but even like say, you know, I m the, I m your boring tour guide.
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SPEAKER_01
I don t know how to own that a little bit as a character.
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SPEAKER_01
It becomes fun then.
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SPEAKER_01
Like, hi, my name is Brian and I m the world s most boring tour guide.
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SPEAKER_01
Come along and look at our plant.
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SPEAKER_01
That s fricking hilarious.
2
SPEAKER_01
It would be so funny.
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SPEAKER_01
Take a look at these hinges in our overhead doors.
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SPEAKER_01
Aren t those wonderful answers?
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SPEAKER_01
Like, have some fun with it.
2
SPEAKER_01
Everybody would watch that.
2
SPEAKER_01
Like, have you seen this tour of this plant?
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SPEAKER_01
You know what I mean?
2
SPEAKER_00
I agree with you if that was really him.
2
SPEAKER_00
That s not really him.
2
SPEAKER_00
Yeah, that s true.
2
SPEAKER_00
That s true.
2
SPEAKER_00
He is really, he s funny.
2
SPEAKER_00
He s from Chicago.
2
SPEAKER_00
He s kind of that old, you know, 55 year old Chicago dude.
2
SPEAKER_00
He talks like, he s just, I mean, I just love talking to him.
2
SPEAKER_00
That s what I wanted to hear on the video.
2
SPEAKER_00
But you re right.
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SPEAKER_00
Own, own, whatever it is.
2
SPEAKER_01
whatever it is, and just have fun with the thing.
2
SPEAKER_01
Like we put so much pressure on it.
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SPEAKER_01
That s what I don t want people to take from bills.
2
SPEAKER_01
There s no pressure around this, but there is, it is serious.
2
SPEAKER_01
I do want you to not just like, like you said, we re going to slap two videos of our foreheads up and put it up and say, well, we did a video.
2
SPEAKER_01
You know what I mean?
2
SPEAKER_01
That s good.
2
SPEAKER_01
Make sure they can at least see your mouth.
2
SPEAKER_01
You know who does this really well?
2
SPEAKER_01
Who?
2
SPEAKER_01
We have our client and long time listener, Karen Braden.
2
SPEAKER_01
Oh, yeah, just use your name without permission.
2
SPEAKER_01
But what I like about Karen is in the chemical business and everyone from she puts so much video content out.
2
SPEAKER_01
It s awesome.
2
SPEAKER_01
I and I love chemistry.
2
SPEAKER_01
I don t understand any of them at all.
2
SPEAKER_01
They speak right to her clientele, which I think is fantastic.
2
SPEAKER_01
So
2
SPEAKER_00
But think about, Karen is so good that I don t need to know a lot about chemistry to enjoy her video.
2
SPEAKER_00
I mean, remember the show back in the, I don t know, 20 years ago called Click and Clack, the Tappet Brothers?
2
SPEAKER_00
Oh, of course.
2
SPEAKER_00
On NPR.
2
SPEAKER_01
Oh, it s fantastic.
2
SPEAKER_00
I still do commercials.
2
SPEAKER_00
They were two brothers.
2
SPEAKER_00
One of them passed away.
2
SPEAKER_00
Two brothers.
2
SPEAKER_00
And they would have a two-hour show every Saturday morning on NPR nationally.
2
SPEAKER_00
They did this for 20 years.
2
SPEAKER_00
They became well-to-do with it.
2
SPEAKER_00
I do not work on my own cars, but I couldn t not listen to them.
2
SPEAKER_00
Couldn t not listen to them.
2
SPEAKER_00
They were so dumb.
2
SPEAKER_00
They were funny, and they would abuse people.
2
SPEAKER_01
Don t drive like my brother.
2
SPEAKER_01
Don t drive like my brother.
2
SPEAKER_01
That s how they ended it, remember?
2
SPEAKER_00
Most of them.
2
SPEAKER_00
So you don t have to bring yourself to this.
2
SPEAKER_00
I think you ll find that people will watch.
2
SPEAKER_01
All right, so I think next episode, we should peel one of these out and do a episode on one of these trends.
2
SPEAKER_01
So we get a little deeper into it.
2
SPEAKER_01
You game for that?
2
SPEAKER_00
Yeah, I am.
2
SPEAKER_00
We could do the niche problem, ideal client.
2
SPEAKER_01
I m game for that.
2
SPEAKER_01
And we ll put this up in the podcast group to the LinkedIn advanced selling podcast group, 13,000 members strong, and have some people comment on what they re seeing trend wise, because that can really inform Bill and me to that can inform Bill and me.
2
SPEAKER_01
That s right.
2
SPEAKER_00
You re right.
2
SPEAKER_00
Right.
2
SPEAKER_00
Thank you for that sense.
2
SPEAKER_00
All right.
2
SPEAKER_00
Thank you.
2
SPEAKER_00
See you next time.
2
SPEAKER_00
Bye bye.