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In this episode of the Advanced Selling Podcast, Bill brings up a condescending backhanded compliment that you said or someone has said about you, I guarantee it.
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I ad-lib a little ASMR in minute seven with a can of sparkling water.
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And we recap our latest Insider Session and tell you what to do to be a savvy 2V s prospector.
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Welcome back 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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And we re here every week.
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We re glad you re here.
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And it is the Monday after our latest Insider Program.
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So today, we are going to be talking about what you missed.
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We re not going to give you all the stuff that we learned, because that s why the paying members pay.
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And if you re not a paying member,
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It s time to be.
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Go to the advancedsellingpodcast.com.
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Click on Insider.
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Today s your day to become an insider.
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We had a few new members on, which it s always great to see new members.
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Been listening to the show for a while.
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They re like, why don t I be a part of that?
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And we had the one woman.
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I forgot her name.
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What is her name?
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Julie.
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Julie.
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Yes.
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Thank you for the cue.
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And she was awesome.
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And she did such a good job articulating why she joined the Insider and what it s meant to her in a very short period of time.
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So double whammy on them.
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Okay, before we get there though, I had a couple of things.
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There s a couple of sayings, you know, sometimes you ll hear people say something and you re like, is that the saying or did they miss it by a word?
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And here s one that I heard this morning.
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And that is, does it pass the smell test?
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Now, is that the way you ve heard that?
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Well, no.
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How have you heard it?
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I ve always heard it, have you passed the sniff test?
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Right, right.
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Is what I ve heard.
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But you had someone say, have you passed this?
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So now.
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No, it was on TV.
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It was a commentary.
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Yeah.
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Are you serious?
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He said, doesn t pass the smell test.
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And then I thought, well, maybe he s keeping sniffing out of it for a reason.
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Maybe there s some kind of personal thing.
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But yeah, does it pass the sniff test?
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Well, I m going to ask you, Bill, does that pass the wafting?
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Does that pass the wafting test?
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And here s another saying that I find a little problematic, okay?
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When someone says about you, oh, Brian, he s salt of the earth.
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Do you feel complimented, or do you feel diluted and deteriorated and discounted?
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I m conflicted here.
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I m conflicted, because I think about how I would use that.
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And how I would use that is they re a very simple person.
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And I mean that charmingly, but now that s the thing.
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And maybe someone has said that about you or about me, that we re salt of the earth.
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And then I ask myself, what the hell is salt of the earth?
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Where is the salt?
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And what s so good about the salt of the earth?
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Where does it come from?
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Where does that thing even come from?
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Salt of the earth.
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I used to work with a guy whose wife people always described as salt of the earth.
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And she was an unbelievable, she was a great mother and great lady.
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But I always felt like that was a little bit denigrating.
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Yeah, kind of condescending.
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A little condescending to people.
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Well, what s the opposite of that then?
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The pie in mighty?
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Pepper in mighty?
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He s the pepper of the moon.
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I m not going to say it.
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I m not going to go through the planets.
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I m not going to say it.
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Don t say it.
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Don t say it.
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Don t say it.
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I m not going to go through the planets.
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One of my favorite seventh grade jokes that I ll laugh at my whole life.
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I m sorry.
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Anyway, we re junior high brains trapped in old men s bodies.
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I can go very easily back to eighth grade when I m
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OK, enough of that.
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You want to know what we talked about on The Insider this week.
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So we re just going to do some highlights and talk about what we think, from a participant standpoint, stood out the most to the group.
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Obviously, we re not going to go as in-depth as we did.
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The Insiders got a chance to actually put their own personal plan together.
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They actually got into groups and accountability systems to hold themselves accountable to the plans.
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And so action is taking place.
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We love that.
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You as a listener here, we ll give you the highlights.
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So you had a really cool model.
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You want to talk through your model there?
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My model?
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Remember the model?
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The Instagram model?
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Yeah.
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That one?
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Exactly.
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Yeah.
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She was pretty cool.
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I asked you if you follow influencers in the wild.
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No, I have not yet.
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If you don t follow influencers in the wild on Instagram, you need to.
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It s well worth it.
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It s very entertaining.
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Salt of the earth people.
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Salt of the earth people.
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I bet they are.
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I don t think so.
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The title of this Insider was called Savvy Lead Generation and the whole idea is rather than just being out there throwing a lot of stuff out into the market on LinkedIn and
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all the social platforms and cold calls.
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Is there a way we can be a little bit more savvy and shrewd and practical about how we go about generating leads in new discussions with potential clients?
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And so that was the foundation.
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That was the topic of it.
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And the model really came into being because we said, well, at some point,
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A prospect has a triggering event.
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They re triggered by something.
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Either they realize they lost money last month, and so they say, God, I ve got to get a better accountant.
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Or they lost a sale and say, man, I ve got to put all my people in the insider.
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Or there s something that happens either externally or even internally within them.
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They just kind of come to the conclusion.
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And then the next part is once someone is triggered, they go to the research function.
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They seek, they research, they look out, they maybe ask somebody.
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And those are what we call the top of the funnel areas where people, they don t even know you exist yet.
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But what they are doing is they re starting to search and seek.
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Solutions, new ways to look at the problems, a little education.
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And then as you come in, you can help guide them to the proper solution.
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And so we talked about those first two areas.
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Can you be a part of that triggering?
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Or can you be a part of the research so that by the time they get to the sales process, you re there?
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You re already in.
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Yeah, and we know we have loads and loads of stats that you can find lots of different quotes and sources for this, but that a vast majority of the sales process these days takes place before the salesperson becomes involved.
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Everybody knows this.
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And so the question is, if they re finding you as a professional salesperson and as a very good listener to the Advanced Selling Podcast, what are they seeing?
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Are they seeing good content for you on LinkedIn, on the research?
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Are you posting good things?
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Then, though, is that whatever that they re finding from you, meeting them where they re at.
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And that s what you said, Bill, on the insider that I thought was really great, is our content needs to meet the people where they are.
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Because if they re at the very end of the process,
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whatever they re hearing from you needs to be different than if they re in the triggering event phase, right?
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So you really need to think about the buyer journey here, the buyer s process and what they re going through, and thinking about when you re communicating with them, how does how you communicate them meet them where they re at?
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So now, obviously, a sales call that s down the way is pretty easy to do.
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But we re talking about before the sales call, right?
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Before we get there, same sort of deal.
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And so we asked everyone in The Insider to think about what content from them would look like.
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So what would video, audio, podcast, LinkedIn post, information, white paper, what would that look like when they re in triggering, and how would it look different if they were in research phase, and then so on and so forth.
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And I think you said something that you kind of glossed over there.
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Let me bring you back to five minutes ago.
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AMSR.
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What do they call that?
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AMSR?
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SMAR?
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What do they call that, Travis?
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Asmr yes, these are great asmr my okay shut up, but it was my coke can here It s very very relaxing.
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That s annoying.
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It s bubbly.
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It s not coke you said
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You know, the buyer a lot of times is 50%, 60%, 70% of the way down the sales process, and we all know that.
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And I feel like, yeah, we know that, but we don t really do much about that.
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So we all know that they ve gone online.
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We all know they ve searched on our name, or the name of our company, or the name of the problem.
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We all know that, but what are we doing about it?
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I don t think we re doing much about it.
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So if you look at yourself as a territory sales
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representative and somebody who oversees a market segment in your company or territory, maybe the whole company, maybe your VP of sales, you ve got to start thinking about top of funnel.
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Yes, because if you re if you re in their scope, the buyer scope in the top of funnel, you re going to be in there at the bottom of the funnel.
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And we would love to just show up when people are ready to buy.
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And we jump on a bidder s list, and we re just amazing.
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And so we jump to the top of the bidder s list, and we end up getting the business.
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But that s just not the way it is.
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So you ve got to think about, OK, yes, they re doing their research, and they re getting triggered by some problem.
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You better be a part of that in some way.
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Yeah.
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So let s not skip over that, because I think it s really important.
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That is very true.
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And doesn t that drive you nuts?
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When we know something and don t do anything about it?
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Yeah.
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Oh, my gosh.
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So let s talk about some things to do here.
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And again, we ve got the short podcast episode.
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We did an hour 15 deep dive on this with a lot of actionable things.
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What s one thing that you think the insider group might have taken away from our session last Friday afternoon?
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I have one that I m thinking of.
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I ve got one, maybe it s similar.
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I think to fix this problem, and the problem being, I don t get called in up front, I get access to this at the end, and by then it s too late.
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My closing rates 10% and it s a it s a pain I think the answer to that is to be somewhat mindful or be very mindful sit back some time and just think what is my prospect really?
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Dealing with that.
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They might not even know their deal.
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They might not even be able to put a name to it.
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Mm-hmm
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But if I can start to think about what is that thing, like we call on VPs of sales and sales managers and top level people.
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And what are those people thinking?
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Are they thinking, jeez, how do I train my sales team?
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Probably not.
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Probably not.
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They re not thinking about, is a sales trainer a one-day thing, or is it a one-year thing, or a five?
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No, they re not thinking that.
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They re thinking, how do I get more out of my sales team?
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They might be thinking, why are we always discounting our value?
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We re so good at what we do.
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So you ve got to jump inside their head and say, what are they thinking about in the absence of your solution or in the face of the problem, and create something that catches them.
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And so they re scrolling through their phone on LinkedIn or whatever, and they see the headline, how can I avoid my people having to give out discounts or whatever.
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That ll stop them.
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Even though they re not looking for that, that s the whole idea of social, is it stops people in its tracks.
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You ve got to have the right title.
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Yes, really, really good.
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And that was the takeaway that just bleeds into what I was thinking of, is that Bill put up a model, a little four-point model here, about this buyer s journey, where they get the triggering event, and they do some research.
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And then at the end, there s a conversation.
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And step four, that s when the selling starts.
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So we re talking about pre-sale stuff.
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And I think the biggest takeaway, at least for me it was, can I think about my messaging and my content
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separately for each of those four categories.
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So in this case, what you re taking away from today, if you re listening to this, is to say, OK, we call them sales VPs.
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If a sales VP has a triggering event, they miss a quarterly number, and they miss their forecast by 15%, and their CEO is all over them, like, oh, I got to get better forecasting.
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How can Bill and I put a piece together?
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Can we do a podcast episode on what to do when you miss your quarter?
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Because that s in his head.
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And we just do that episode.
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So when the person goes and looks like, OK, missed my quarter.
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What do I do?
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How to be a better forecaster?
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We might do an episode that says, how to be a better forecaster?
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And then the episode, we can say, here s why I bet you found us, because I bet you missed and your CEO is on your tail.
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And that person s going, oh my gosh, yes, me.
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So but versus just random content versus just like, hey, let s talk about this today or that today.
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It s thoughtful on purpose.
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That was a big takeaway.
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Yeah, three tips to close more deals.
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Well, they re not looking for tips to close more deals.
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They re looking for how to become a better forecaster or forecast more accurately.
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Should I share one of these on here, my little whiteboard?
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Yeah, a little cheat.
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I thought there was some good ones.
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So we gave some examples.
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Here are a couple of examples.
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And I used, just for fun, I used a financial advisor.
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We don t work with it.
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Do you work with a bunch of financial advisors?
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Not a ton, but a lot of people.
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We ve got a couple in the Insider.
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In the Insider, yeah, yeah.
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So this just popped.
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So this is kind of random.
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But this is if you re a financial advisor, let s say, and here are some content pieces you might produce in all sorts of forms, right?
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You could do it written, audio, video, whatever.
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Picking a financial advisor, a scorecard to help you pick the right one for you.
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Because again, oh, we need a new financial advisor.
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How do I know if the right one?
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Here s a scorecard, right?
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And it s generic.
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So any financial advisor can put the scorecard up.
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That s generic.
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And then it can obviously be used with you also.
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If they re at the end of the, remember you said you come in late?
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This happens a lot.
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Our clients will say, I got called in at the end of the process.
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They got it down to two.
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They called us in for some reason.
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Now what?
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Three things to ask yourself right before you sign with a new advisor or something like that.
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So some of the get called in late.
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So those are examples of different content pieces meeting people where they re at in the process.
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Got to do that.
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You know, right after you talked about that.
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Yeah.
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I was looking I ve got a friend of mine who I said he s an acquaintance.
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He s in Ukraine.
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And we get together every couple days for a cup of coffee.
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No, he s a friend.
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And so he works with a guy called Pete Matthews.
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I say called because he s British.
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Because he s British.
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Yes, there s a man called man called Bill.
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Anyway, Pete is a financial planner, and he does that very thing.
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He has a YouTube channel.
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He s lined up with clients.
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He s really done a good job, and he s really funny.
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He s really clever.
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But every month, he gives away a checklist.
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And if you re just getting started in the financial game, go here.
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Here s a checklist on how you can start.
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If you re a seasoned veteran and you ve got $40 million or more, go here.
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Here s a checklist.
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So he kind of breaks his segments up into three areas, and he has a checklist.
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So now you re never left out.
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You re always in one of those three areas.
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Yeah, that s great.
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We ve been writing.
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I forgot about this one.
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This is one for after the person s chosen somebody else.
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You could do a content piece.
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So this piece, the headline of this is, so you chose your financial partner.
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Now what?
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Here s an accountability checklist to make sure they re doing their work for you.
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And it s after the fact.
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You could put that up.
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I m like, oh, yeah, I did.
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I did sign up with this new vendor, whatever.
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OK, you got a new software, whatever.
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Here s an accountability checklist to make sure you re holding them accountable to what they should be doing for you.
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Yeah.
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Because you ll get the call in three or four or five months when they re not doing it.
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Absolutely.
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Yeah, so there is the whole idea of whether it s a scorecard or a checklist, but something that is engaging with the customer, I think, is the critical component there.
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It s not a 30-page white paper that they re just going to throw away.
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Make it engaging.
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Have it be something they can check off or score themselves or something like that.
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It s really, really good.
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If you have not checked out The Insider, go to advancedsellingpodcast.com slash insider, and you will see some details of how we work the program.
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We d love to have you in it.
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We ve got some brand new topics coming up here in the next few months, and those will all be on that page.
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You ll see them.
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So we d love to have you there.
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And also, if you re not already a LinkedIn group member, go to advancedsellingpodcast.com slash LinkedIn.
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Good enough.
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See you next time.
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Bye.