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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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I had somebody I saw at Starbucks the other day come up to me, and I knew them, and they re podcast listeners.
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And they said, how s that longest running sales podcast in podcast history going?
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I m like, you re a good student, brother.
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You always Google.
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This is not a, I don t know what you call it.
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What do you call it?
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The narcissistic thing or something like that.
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But I Googled best sales podcast.
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Had a little downtime traveling for football.
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And you know how Google will give you the answer you re looking for, and then it suggests other questions.
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You know what I m talking about?
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Yeah, yeah, yeah.
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Google Bill Caskey, then it ll say, who is Bill Caskey s wife?
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What is Bill Caskey s net worth?
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How old is Bill?
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In the suggestion questions from the best sales podcast, best podcast for salespeople, it said, what is the longest running sales podcast?
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And I clicked on it.
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It was one sentence.
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It said, the advanced selling podcast is the longest running sales training podcast.
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Beautiful.
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Steph goes, you guys have branded that phrase really well.
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Google s picking it up.
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Anyway, sorry.
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16 years, 4,000 episodes.
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That s good.
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Hey, if you have not downloaded this document I m going to show you here, it s called Insider Secrets, 10 Profound Secret Strategies from the ASP Insider Membership.
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Make sure you do.
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It s in the show notes.
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I m showing it up here for those who are watching us on YouTube.
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It s in the show notes, the link.
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It s free.
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Just pop in your email.
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And it s a 10-page document.
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It s got 10 really good ideas and how to execute them.
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And these are things that came from the Insider Program.
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We hope that you ll consider registering and enrolling in it once you see this, because I think you ll see how meaningful and vital it is for people who want to grow their business in the future.
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Fantastic.
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That s a good document.
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That s a good document.
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Yeah, it is good.
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You know who s on LinkedIn now?
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See who joined LinkedIn over the weekend?
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No.
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personal brand development person new to LinkedIn.
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Any ideas should be obvious.
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I m kidding.
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No, I don t know.
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Snoop dog.
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Oh, Snoop dog.
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Join LinkedIn instantly.
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He s on there for three days.
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He s got 2 million followers already going to do personal branding.
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Did a little post.
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He goes, he goes to be honest.
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I didn t know we didn t even existed.
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You know, I m like, okay, really?
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Maybe did.
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I don t know.
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Maybe didn t.
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He s very active on Instagram.
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Snoop is phenomenal to follow on Instagram.
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But he s going to be using it for personal branding.
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I think that s great.
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Oh, that s good.
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Yeah.
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Okay.
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Topic today.
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To cadence or not cadence.
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That s the topic.
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To cadence or not cadence.
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To do a sales cadence.
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And this topic came from a survey I was asked to do to get a piece of content sort of thing, kind of a bribe.
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And I m taking this little quiz, and it asked me about my sales cadence.
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How long?
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How many emails?
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When a phone call?
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How do you stop it?
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Is it automated?
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And that got me thinking like, and I know we, we have sales cadences here, but I m sort of removed from all that.
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Like, but me personally, when I sell, I don t use a sales cadence.
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You know what I mean?
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I just do what we teach.
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I try to find warm connections to people and start conversations and let them go where they go.
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And I m like, am I the dumb one?
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And I know, again, we have one as a company, but I m not privy to, and we don t run it all the time.
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It s not that mechanical.
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And then some people are just off the hook, cadence is scientific, obsessed with the math and the automation.
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So I wanted to pose that question to you, Bill, get your thoughts and ideas around sales cadence.
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Should we have one?
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Shouldn t we?
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What should be in there?
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What shouldn t be in there?
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Your thoughts, and I ll give mine to you.
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Yeah, I just don t like the obsession with them that I see a lot of times from so-called experts in the industry and coaches, people who maybe do what we do similar, and they just think it s all about the cadence.
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Here s what I do think it is.
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I think there s always a cadence or a process that you go through once someone becomes familiar with you or your product, or maybe they hit a website, or maybe they download something.
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Then I think it makes sense to say, OK, what s the first email that I want to send?
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I don t want to send a, let s book a call, let s have coffee, if you just downloaded something from me.
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The same with LinkedIn.
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If you connect with me on LinkedIn, and like so many people I know you ve experienced it, hey, we d love to get together sometime.
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I don t even know you, and I m sure that this get-together is a sales process.
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And it s like, come on.
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You can do more than that.
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I mean, why don t you send me something or just say, hey, how s it going?
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Although I won t answer those, because sometimes I get that, too.
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Tell me how your business is going.
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Oh, well, let me shift about an hour out of my schedule, and let me answer that for you.
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What are you working on right now?
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Yeah, exactly.
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Exactly.
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That s a good one.
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I forgot about that one.
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So I think their cadence in the process comes after an action is taken before you ask for an appointment or before
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Anything meaningful happens.
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I think there s emails and videos and things like that that could happen See and that that s that that s I love that you said that because to me In all things above all else to me all processes should be geared around The client and giving making their life better off having good intention behind it so ask myself and ask yourself if you re running a cadence and
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Is this cadence making the life of the person who s the target of the cadence better?
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Is it better?
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Is it better for you to send me an email saying, I just helped a coach last week book $30,000 in revenue.
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Would you like to talk?
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And it s the eighth email you sent me in a cadence.
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I keep all these now to watch them work.
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And these people are missing my business.
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I don t even do that.
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But just because it says coaching in my LinkedIn profile.
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That s how they found you.
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Yeah.
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And there s nothing of value in there.
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It s I helped this person get $30,000.
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Would you want that?
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That s not valuable to me.
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Show me something that I m not doing.
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That s right.
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Here s a little trick of the trade that I helped, that I employed.
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You can have this one for free.
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This is on me.
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You know?
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Cut this video, send it to this person.
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I love it.
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I don t think we do that.
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I don t think we do that well enough.
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That idea that if I m going to, let s say that I am a guy who can help your company get from A to Z. A is where you currently reside.
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Z is like your ideal.
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Let s say you want to go from $20 million to $100 million.
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I would be OK giving you B and C.
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Because something that helps you get to B and C is not going to help you get to Z, but at least it fortifies the relationship a little bit.
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It says, OK, this Caskey, this Neil dude, they can help me.
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Look at what they ve given me.
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And I employed it, and look what it did.
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Huh, I wonder what else they have.
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I think we ve got to be thinking in that way rather than having all of our stuff be so close to the vest that we never share anything with a prospect until they buy from us.
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I just feel like that s not the way business is done today.
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There s too much free information out there for you to be holding everything close to the best.
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Gosh, that s so good.
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That s the problem.
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Yeah.
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And why are we doing that?
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Because we have all of the tools now.
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We have TV studio.
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We have microphones.
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We have broadcast channels.
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We can share so much stuff.
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And it s not giving it away.
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I just pulled one up just for the heck of it.
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I went into my inbox.
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So I m in a cadence.
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I m the target.
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Totally cold.
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Starting August 9th.
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Not even going to mention the thing.
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Here though, I barely read these, but first one.
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Hey, Brian, apologies for the cold email.
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I ll keep this brief.
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Two sentence paragraph, four sentence paragraph, four sentence paragraph, one sentence paragraph.
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You know, happy to share some ideas if you re interested.
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There s one.
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There s nothing valuable in that whatsoever in that one.
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Here s the second one.
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The reason our company specializes in helping coaches.
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The e-commerce niched over $2 million in sales.
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This is the person did that.
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Not valuable to me at all.
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I can appreciate you re very busy.
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Here s the next one.
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This is two days later.
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Just wanted to bump this to the top of your inbox.
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You d be interested in hearing more about this.
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If you re not the right person to speak with, then please feel free to forward this email.
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Nothing of value.
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Nothing of value.
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It s all pleading.
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Pleading for you to call.
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Please call me.
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Next one.
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I noticed I haven t heard back from you.
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Wondering if perhaps now isn t the best time for you to consider acquiring more clients.
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Give me something, and maybe we ll talk.
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There s nothing in there valuable.
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that nothing, there s a.
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five-step cadence so far.
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I m interested to see where it goes next.
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I do get those.
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I do get those.
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Usually, it s about being on the podcast.
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Usually, there s that.
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You probably get those same ones.
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And I got one about a week ago that said something like, really enjoy your podcast, especially the last one.
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And they didn t really say what the last one was, not that I would remember.
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But anyway, they didn t really say.
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But then later on, it said, I love your, and it had insert topic here.
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They literally did not change the template, the field instruction.
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And it s like, oh, there s somebody.
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There s somebody I want to have on the podcast, huh?
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Yeah.
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I just don t.
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And again, what s behind all this is the science of it.
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That s right.
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You can t science this to that degree.
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Yes.
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Over time, I feel like it does more harm than good.
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And I think of all the effort that went, because all these emails need to be written.
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All the cadence stuff has to be written or produced in some way, shape, or form.
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So instead of producing this series of eight emails that don t do anything but piss people off,
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Why don t you spend the same amount of time, two videos, giving me a specific tool that any coach can use and employ to try to get a new client?
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That s a winner.
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That s the idea of the day right there.
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I know this is going to be a relatively short podcast.
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But that, if you re listening and you re looking for the big idea, that s it.
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Take the time that you would maybe, and maybe not, but if you ve ever done email writing, it does take some time.
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You ve got to think, doesn t sound like this dude took any time.
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Yes.
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But take that time and reapportion it into creating something that you could send to somebody that would really improve their life.
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It would get them from point A to point B. Just think about that spectrum from A to Z. Just say, what can I do to get them from point A to point B or C?
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And it could be a video.
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It could be a checklist.
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It could be sending them an article.
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Yes.
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There s lots of, I mean, it s an infinite assortment of choices.
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Yes.
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And it s kind of what we talked about last week when we talked about lead generation and how do you create content that moves the needle, that moves them along the process.
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And this is what we re kind of back to again today.
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Yes.
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Give the tool away.
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Give it away.
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You have to give it all away, not all your tools away that you get paid for.
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But give a couple.
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Because that s like a drug thing.
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You give me a tool that works really well, I m like, where do I get more of these things?
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You know?
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Yeah.
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And I wonder if you can ever give it all away.
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No.
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No.
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Because how many times have you gotten a call from a CEO or VP of sales, and they say, hey, listen, I listened to the podcast, or I ve watched you, or I ve followed you.
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I need this from my people.
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Because you know what s happening is they re going to their people saying, hey, you ought to listen to the advanced selling podcasts.
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And they re not.
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And so then they resort to calling you or I and saying, hey, come on, man, we need to have you.
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So you can t give it away.
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It s like the more you give away, the more it comes back to you.
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It s just kind of that law of compensation.
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It s like sending an Ikea dresser in the box without the instructions.
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A few people on earth can figure out how to put it together, but most people need the instructions.
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Then there s me who will pay some dude 150 bucks extra to put it together for me.
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And that s what people do.
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Some people need that.
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And some people need that from us.
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And that s what I think.
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So if you do cadence, go back and review your cadence and say, is every single email valuable to the person getting it?
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And telling me that you helped the coach close $30,000 last week isn t valuable at all.
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No.
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Because I don t believe you.
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I don t believe you.
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No.
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You ve given me nothing to trust.
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And that might be like a fifth of a normal contract for us.
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So it s almost worse.
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You know what I mean?
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Yeah.
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I helped the guy find two new clients.
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I m like, we find two a day.
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I m just throwing that out.
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I m just saying.
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Right.
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Right.
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Got to be careful spitting things out like that, too.
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Anywho.
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OK.
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I think that s good.
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Go join Insider.
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Go see us in the LinkedIn group.
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There s close to 13,000 people there now.
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And we re sneaking up on our, what is it, 17th anniversary, Bill?
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17th anniversary.
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I just heard a stat the other day, and then we ll close it out.
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I heard that 90% of new podcasters don t make it past episode three.
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Wow.
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And of the 10% that do make it past episode 3, 90% of them never make it past episode 20.
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There it is.
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So if you do 21 episodes of a podcast, you are in the top 1% of people who have started podcasts.
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So I don t think we ever, back when it was 20, 30 episodes, I don t think we ever said, oh, let s quit.
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It s not working out.
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I don t think we ever had that vibe.
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But after 1,800, or 16, or whatever it is, maybe we re approaching the top 1%.
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How many do we have?
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17 times 50?
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It s like 900.
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It s a lot.
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It s a lot.
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It s over 1,000.
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It s fun to go back to the.
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first episodes.
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We ll have to do that.
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We ll have to have an anniversary show.
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17th anniversary show.
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Yeah.
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September.
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Cicadas.
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It s coming up.
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Yeah, no, it s coming up.
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It s real tight.
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And we should have a gift box where you can get your friends and neighbors old recordings.
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A little ASP 17-year cicada, 17-year anniversary of the old Advanced Building Podcast.
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Okie dokie.
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I can t make a cicada noise.
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All right.
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Okay, we ll see you next time.
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Bye.
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Okay, bye.