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In this episode of the Advanced Selling Podcast, we talk about the difference between a manifesto and an essay, I share a very difficult Starbucks conundrum, and we invite all baby boomers, millennials, and Gen Xers to talk about your generation.
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast since the last one we did where we didn t turn the mic on.
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I m Brian Neal.
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I m Bill Kasky.
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Welcome to Soundcheck.
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Welcome back.
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Yeah, we re in Soundcheck mode here today.
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So if you have some kind of a strategic sales meeting or a non-strategic sales meeting, it could be very tactical.
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Yeah, very tactical.
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We d love to come out and visit with you, either Brian or I, or both.
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So make sure you send us an email to listener at advancedsellingpodcast.com.
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Get the ball rolling.
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In the subject line, you can put in the words, come see us, and we ll start and have a good conversation about how we can help.
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And I will tell you, the times that we ve gone out and seen people, usually salespeople listen to our podcast.
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And in most of the visits, the salesperson has recommended us to their senior leadership team, who then asks us to come out and do our gig.
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And in almost all those cases, the senior leader was like,
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God, that was phenomenal.
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How did we find you?
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And so if you re a sales rep, you want to get some kudos with your boss, just forward this along.
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Say, I m going to get a good group of guys, me and Bill, to come out and meet you at the sales meeting.
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And if everybody starts listening to the podcast prior to the event, then people are kind of versed, and they re kind of acclimated and onboarded, and it makes for a better thing.
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So here s one thing that happened to me this weekend.
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Because I know we get together every week or so to do these podcasts.
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And sometimes we do a couple at a time.
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Sometimes we just do one.
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But we both experience things during the week that we say, man, that s funny.
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That s a good story.
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I need to figure out a way.
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Do you ever have it where
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You think you re going to remember it, and you don t?
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No, never.
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I don t know what you re talking about.
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I can t tell you how many brilliant ideas, thoughts, observations.
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And I ll even announce it to my clients.
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I m in the training room, and in front of them, I m like, hey, you re going to hear about this on the podcast.
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This is a great topic.
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And then we sit here, and I m like, where was I?
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No.
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Well, here s a text that I wrote to my wife this morning because we were driving somewhere yesterday and something came on the radio.
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She made a comment.
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I made a comment.
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And I just went off on a little riff about it.
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And I came back to her and I said, that is a great podcast riff.
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But I did not write it down.
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So here s my email.
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Let s see.
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I said, what was I talking about last night that I said would be a great riff?
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I can t remember it.
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She says, hmm, where were we, in the car?
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Yes, on our way to Walmart, I think.
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She says, I remember you ranting and praising yourself for the rant, but I don t remember the topic.
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So I thought, well, that s pretty typical.
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And it had nothing to do with you going to Walmart or anything like that?
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I was in praise mode.
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This is good.
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Praise mode, yeah, yeah.
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This, my friend, is good.
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Listen, take this down.
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I will never forget this one.
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All right.
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I am who I am.
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So I was at, by the way, you re a Starbucks guy, right?
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Why do people do this?
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There s a really busy Starbucks right by our recording studios at the World Headquarters of Advanced Selling Podcast.
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I was over there.
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I went and got a decaf coffee.
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There were 14 cars in line.
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And I m going, if it s an average of two minutes per drink to process through,
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You re sitting in your car for a half an hour.
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I went in and walked out in two and a half minutes.
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Why do people do that?
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Why do people sit in their car?
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It s not, it s beautiful, it s 60 degrees today.
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It s sunny, you could get burned.
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I just never understand that.
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I just don t understand why people sit in those massively long lines at Starbucks.
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I never get in the drive-thru.
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I always go in, because it s easy.
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It s so much easier to walk in.
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Plus, you know, maybe you ll see somebody, you know, you run in, you smell the coffee.
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Before we get into our topic today, I want to do a shout out to our new friends, great friends at Cards Direct.
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In case you didn t notice, Brian and I interviewed John Leffler, VP of Sales at Cards Direct, and Brian and he had a little love fest going on.
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I think Brian has a new man crush on John because he was in a band that Brian apparently followed.
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I can t remember the name of it, but awesome people at Cards Direct.
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If you can learn more about Cards Direct, go to CardsDirect.com.
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We live in a digital age, but prospects and customers are craving something more personal.
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Greeting cards are tangible, friendly, and memorable, and they leave a longer-lasting impression than mere digital.
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As a sales professional, you can do greeting card marketing in conjunction with digital marketing.
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It s a welcoming, personal way of keeping in touch.
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And the holidays are coming soon, so it s a perfect time to create custom cards for your prospects, your customers, your partners.
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We ve talked to lots of people from the podcast audience who have taken advantage of Cards Direct.
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They have a special discount program for ASP listeners.
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You can go to CardsDirect.com slash ASP to get 25% off of your order plus free shipping.
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CardsDirect.com.
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We love the people over there.
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Check them out.
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Go to their website and see if any cards resonate with you and you can create your own custom cards.
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They re awesome and your customers and anybody who you send them to will really appreciate it.
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CardsDirect.com slash ASP for 25% off.
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So you had the topic.
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We do, yeah.
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And this is a RIF topic.
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So this isn t a deal where we re going to go through and give you a bunch of advice per se.
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But it s an observational topic.
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And one of the things that has been on my mind lately is the generational differences that exist in business.
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And these days, primarily, if you re a business person, which all of you listening are, you re dealing with three different generations.
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One generation is the baby boomer.
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Those are the people that were mostly born in the 40s and 50s.
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I think up until the mid-60s, I think, is when baby boomers stop.
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That s one generation.
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Generation two is generation X, which I think is like 65 to 80-ish, 81, something like that.
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And then you have the millennials coming up now who are getting all the buzz these days, which are in the early 80s, 80, 81, 82, up till now.
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And now I know there s a new generation coming up that my kids are in, but they re not in business yet.
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They re in high school.
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So they re in their 20s.
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Millennials are in their 20s and 30s.
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Most of them, yeah.
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And most of our clients these days, I shouldn t say most, but the newer salespeople are millennials.
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And then I m a generation X, and you re a baby boomer.
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So we thought, let s riff a little bit about this generational differences, and how the different generations both sell, and how they both buy, and how I can create some awareness about that based on what generation I m in, and how I interact with the other two.
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OK, go ahead.
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OK.
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I got nothing to say on the topic.
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I think we have to start with that.
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Yeah, that s right.
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As a typical baby.
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Obviously got Alzheimer s because I can t remember something from yesterday.
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You obviously think the rest of us are all entitled and we have no idea what we re doing and the world s going to hell.
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Baby boomers always think the world s going to hell.
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These kids these days I ll speak for my own generation.
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We ve been kind of long so most of us grew up the generation Xers are Predominantly gonna speak for your whole generation right now.
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Yeah, just like the the who did right was it the who did my generation I?
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Yeah, right.
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Thank you.
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We were latchkey kids.
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So kind of the first generation where we had a dual parent working households.
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So we got home from school, both parents were gone, we let ourselves in the house and made our own snack and then went did our homework and went played and that sort of thing.
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And then came back for dinner.
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We re very independent.
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generation.
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So we kind of make our own way.
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We re really bad at asking for help.
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That s been a problem that I think a lot of our generation has.
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We re kind of caught in between, you know, what we, like, kind of being vulnerable is a difficult thing for a Generation Xer, I think, generally speaking, because we were a little bit modeled by the Baby Boomers who really kept everything in.
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They didn t talk about anything back in the day.
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I don t think.
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That s news to me.
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Go ahead.
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Your parents.
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I guess you guys do know everything.
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Yeah, exactly.
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And we do think we know everything.
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Point proven.
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Yeah.
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Yeah.
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Gen Xers think we know everything.
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And then we get a little put off when millennials can t figure out how to do things, because we kind of figured everything out on our own.
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And so that can be really frustrating.
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That s come.
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Oh, that s true.
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That s true.
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I never thought about that and I think I m not speaking for all baby boomers.
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Okay, like you are for you re young for a baby boomer, by the way, you re at the tail end of that so much for no seriously you are but I do
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I do think the millennial, and this is going to sound, I got to be careful here.
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This is going to sound bad, but I think there is some kind of frustration that you and I have when someone can t figure something out, and we say, how difficult was it?
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When the fact is, it probably took us months, if not years, to figure it out.
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But we look at it now, like podcasting.
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How many times have you tried to explain podcasting to someone, let s just say younger than you,
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And they say, well, that seems like a lot of work.
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Well, once you know how to do it, it s not a lot of work.
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No.
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But I think we older, as we get older, we forget how long it took us to learn something.
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And then we pass on that impatience.
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Yes.
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So this notion of
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Well, millennials don t know how to do things.
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I don t think that s necessarily true.
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I think that we just don t give them the proper instruction on exactly how to do things.
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Correct.
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Yeah.
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And I think, therefore, when you give a millennial group a process, so if I m selling to a millennial and I give them a process, they ll typically follow it.
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Absolutely.
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Because they ll know exactly what to do.
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Absolutely.
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Or I will tend to just like, let s just get through it.
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Like, who cares about the process?
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Let s just get to the end.
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Which, if I m selling to a millennial, may put them off.
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It seems too loosey-goosey to them if I m selling to a millennial.
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So maybe there are some universal aspects to whether you re selling to Millennials, Gen X, Baby Boomers, Greatest Generation, whoever.
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Is it Gen Z?
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Is that the next one coming up your kids are a part of?
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They re calling it Gen Z, which I think is the wrong name.
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I think they should call it the iGen, because it s like iPhone.
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I think it is.
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Is it iGen?
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I think it is.
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OK.
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Yeah, I ve seen it referred to as iGen.
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No, I think you re right.
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And I love the fact that you just put yourself in the greatest generation of all time, which is great.
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the greatest generation.
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That s not baby boomers.
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Those are your parents.
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Yeah.
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Oh, I thought you were putting yourself.
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Oh, no, no.
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I was saying the baby boomers and then the greatest.
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Yes, yes, yes.
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Very good.
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But I see, I see what you did there.
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OK, so let s talk about some universal things, thingies, that carry through all of these.
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This is good.
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This is good.
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Because when I call on a 28-year-old sales manager, I don t want to be thinking, OK, he s 28.
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He s probably still living at home in his parents  basement.
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I don t want to be thinking about it.
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I want to be thinking about his or her issues and problems with pain.
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So let s talk about how can we devise some solutions that carry a cut across.
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I like it.
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All those things.
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Can I go first?
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Yeah, go.
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Everybody has hopes, dreams, fears.
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Everybody, no matter how old you are, you ve got hopes, dreams, and fears, right?
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And you ve got some emotional twinge to all those things.
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I don t care how much of a mask you wear, if you re trying to, like I said, Gen Xers aren t very vulnerable.
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We all have hopes, dreams, and fears.
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Everybody does.
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OK.
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I m going to plus that up a little bit.
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Would you please?
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Everybody has hopes, dreams, and fears that nobody s interested in.
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Oh, that s interesting.
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that very few people ask you.
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You have hopes, dreams, and fears, but you probably can count on two fingers who s asking you about those hopes, dreams, and fears.
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That s a very good point.
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That s a very good point.
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So we all have them, and we ve always said that.
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And we have the threats and all these things.
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But who s asking about them?
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And I think that s something that you can do as a sales professional, maybe not take someone to psychiatry.
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But you can say, tell me, what are your hopes for the future?
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Nobody ever asked that stuff.
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Nobody asked that.
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No, they don t.
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And that ll appeal to anyone from 60 down.
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It will.
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At least.
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I mean, even the 60-year-olds.
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Although I find that most 60-year-olds start to watch the clock a little bit.
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Get a clock watching.
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That s interesting.
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I don t, but some.
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OK.
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What else?
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I have one.
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I think that everybody loves collaboration.
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I agree.
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with that.
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Nobody likes to be sold.
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People like to chat and talk through things.
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So if you call me and you re a 29-year-old and you say, hey, I ve got a sales team.
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I just got promoted.
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I got five people.
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What do you have for me?
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I think my best move is to say, well, let s just talk through some things.
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Let s just chat.
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Let s get on a board and see if we can brainstorm some things.
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Because that implies collaboration.
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I don t care how old or young you are.
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I think people like to feel like there s someone there
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on the same side of the desk looking at the issue.
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Yes.
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This might be the same thing that you re saying there, but tell me if it is.
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But I m thinking of it differently.
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Is that deep down, humans have a desire to interact with other humans in real time.
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And so what I mean by that is, even just beyond just a collaboration, that s kind of working together, even talking to people, deep down, people want to talk to other people.
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And I think we make assumptions that millennials don t want to talk to anybody.
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And they do.
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And they do.
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They re not used to maybe the phone as much.
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They don t like talking on the phone.
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They do like to talk to each other, though, and to us, and to other people.
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And so humans are social beings.
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There have been some studies about addiction.
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And one of the major causes of addiction is isolation.
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And they watch this.
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And they say, when people get isolated, that s where they move into these other places.
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And so just being able to talk to other humans is a way to keep you nice and sane and everything else.
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That s good.
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That s good.
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I think another universal
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here is everyone watches video.
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And I m taking this in a totally different direction here.
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But I think the idea that
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Now, I do think that we read, but I don t think everybody reads.
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I don t read.
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You don t read.
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I mean, if I sent you an email, you might read.
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But you re not going to read a 5,000 word essay on something, probably.
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No.
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You re even 500 words.
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I would read a manifesto.
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If you wrote a manifesto, I might do that for you.
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I ve always wondered, what is the difference between a manifesto and an essay?
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There s got to be something different.
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A manifesto is a call to arms.
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Is that what it is?
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It s more of a rallying cry.
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Rallying cry, yeah.
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None of them do it, but just by calling your manifesto a manifesto doesn t make me.
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That s my problem.
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I ve been calling my essays essays.
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I should call them manifestos and more people will read them.
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Because when someone says, oh, have you read Brian s latest manifesto?
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What s he trying to manifest?
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Oh my gosh.
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He s trying to manifest a good steak dinner.
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All right, so if you are hesitating about video, using video on your LinkedIn feed, Facebook, CoVideo, which is our mailbag sponsor, if you re reluctant or hesitating, you ve got to understand that no matter how old people are, we learn and we are so familiar and comfortable with video that you ve got to do it.
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You ve just got to do it.
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You have to, have to, have to.
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My last kind of general statement about all the generations is that everybody, I believe everybody deep down wants other people to do well.
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I believe that people are for people and they want to be helpful and you can ask for help.
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And you can, in the spirit of collaboration, you can make sure that when you re selling to someone, or if you re the buyer, but in this case, to our sales listeners, if you re selling to someone, that they are for you, they re not against you.
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And I think too often, people take resistance as a sign that you re against me.
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And I don t think that s true.
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I think people, that s just the way people think through it.
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So I think like millennials, 10 times, I think, to avoid conflict more than the other two generations.
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So if they get any resistance back, they think, well, the person s upset with me, or doesn t want to talk to me, or they weren t happy.
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And I ll read clients  emails, and they ll say, this person was yelling at me in their email.
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I m like, no, they weren t.
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SPEAKER_00
Lighten up, Francis.
1
SPEAKER_00
All caps.
1
SPEAKER_00
A lot of exclamation points.
1
SPEAKER_00
Does that make sense?
1
SPEAKER_00
I want people to believe that people are for them.
1
SPEAKER_00
They re not against them.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
And what you may think is a harsh comeback or reaction has really got nothing to do with you.
1
SPEAKER_00
Nothing to do with you.
1
SPEAKER_00
That s the difference.
1
SPEAKER_00
And people tend to make it about them, and it s not about them.
1
SPEAKER_01
Yeah, that s good.
1
SPEAKER_01
Well, I have my last one here is tone.
1
SPEAKER_01
You know, it seems like the way we used to write, my great grandfather, when he used to write emails, he used to say, no, when we used to write letters, we were very formal with our business letters.
1
SPEAKER_01
It has come to my attention that we have received a lead from your organization and we re quite pleased.
1
SPEAKER_01
You know, I think today the tone is much more casual.
1
SPEAKER_01
And if you re going to write emails or marketing stuff or web copy or even webinars or any kind of content, I mean, think about the advanced selling podcast.
1
SPEAKER_01
We don t write anything out.
1
SPEAKER_01
We don t script anything out.
1
SPEAKER_01
How many times have you listened to a podcast and you re like, oh, they re reading it?
1
SPEAKER_01
They are.
1
SPEAKER_01
They re reading it.
1
SPEAKER_01
And so I think we all, as business people, have to relax our tone a little bit.
1
SPEAKER_00
We have to.
1
SPEAKER_01
Hey Brian, I know you and I have never met.
1
SPEAKER_01
I saw you the other day at Starbucks, but you were talking with somebody.
1
SPEAKER_01
Hey, I would love to catch a cup of coffee with you sometime at your convenience versus it s been brought to my attention that you were at the Starbucks at 116th and
1
SPEAKER_01
Yes.
1
SPEAKER_01
Dallas Parkway, and I was going to come over to you, but you were apparently very busy doing the business of your life.
1
SPEAKER_01
I mean, come on, just chill.
1
SPEAKER_01
Just be relaxed in tone.
1
SPEAKER_00
I noticed that you were the 15th car in the line, and it took you 45 minutes to drive through behind the woman in the minivan with four kids in the back.
1
SPEAKER_01
No appreciation of your cost per hour.
1
SPEAKER_00
Exactly.
1
SPEAKER_01
So we d love to hear from you on what you think about this idea, and maybe some other universally accepted attributes of all of us, instead of trying to label us.
1
SPEAKER_01
Although there are differences in the generations, we think that we d like to find those that kind of theme along all those, rather than just labeling people.
1
SPEAKER_01
So there you go.
1
SPEAKER_01
Talking about my generation.
1
SPEAKER_01
Talking about it.
1
SPEAKER_01
That s it.
1
SPEAKER_01
Was it who?
1
SPEAKER_01
I think it was.
1
SPEAKER_01
It was the who.
1
SPEAKER_00
You know, one of the- I feel like that was a redo about the who.
1
SPEAKER_00
Well, where s Doug Jones?
2
SPEAKER_03
and when you need them.
2
SPEAKER_03
Doug, who originally wrote My Generation?
2
SPEAKER_03
I don t feel like it was The Who.
2
SPEAKER_03
It wasn t The Who, right?
2
SPEAKER_03
It wasn t The Who.
2
SPEAKER_03
It wasn t.
2
SPEAKER_03
It was... Rolling Stones?
2
SPEAKER_03
Oh, man.
2
SPEAKER_03
All right, Doug, you have an assignment.
2
SPEAKER_01
Okay, well, we ll see you next time.
2
SPEAKER_01
It gives a week to think about this.
2
SPEAKER_01
Clear this up.
2
SPEAKER_01
All right, bye.