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In this episode of the Advanced Selling Podcast, Bill continues his disdain for pool company chemical system sales processes.
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We question how those Apple Store people know exactly who you are and what you re looking for.
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And we talk post-COVID sales process, how to design and implement yours going forward.
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Welcome, everybody, to the Advanced Selling Podcast, the longest-running sales training podcast in podcast history.
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My name is Brian Neal.
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I m Bill Kasky.
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We re here every week.
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It s May the 11th, as we record this.
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It s my niece s birthday, little Brookie Bear.
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Wow.
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Brooke.
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Brooke Noel Neal.
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How old is she?
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She is, oh, what a quiz that is.
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She s 11, I think.
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I think she s 11.
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I d love to see her 11 again.
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Is she 11?
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Oh, it s nice, isn t it?
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She s easing into the double digits.
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Let s see.
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We are yeah, this is the release date in Indiana We get to come out and go to restaurants and I ve been waiting for my tattoo parlor to open up I m not yet first first in line over there to get a Georgia.
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It s massage and tattoos.
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I m getting a long getting an I survived kovat tattoo On my cheek.
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I think I m gonna get that don t get it too early kovat negative tattoo early on my Sleeve, we ve got to wait till the end of the year to really are we I if we re gonna survive it
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We re also happy we had our first insider call.
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If you haven t heard about the ASP, Advanced Learning Podcast Insider, this is the way that Bill and I become your personal coach.
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And Bill and I haven t talked about this since we did the gig Friday.
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I thought it was fantastic.
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And what makes a good group like that is the audience, is the people that have committed the time and the energy and the effort to make themselves better.
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We had phenomenal questions.
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I think we had some really good advice that the group seemed to really enjoy.
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So if you haven t heard about that yet, you go to the website, advancedsellingpodcast.com.
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Look for the top banner that talks about the insider and think about becoming a member there.
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It s a really, really great program.
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We d love to have you.
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We d love to be your personal sales coach.
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That would be a lot of fun.
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And I think what we ll do over the next few months is we ll pull some questions that came from there and kind of play them live on this broadcast so we can give you an example of what some of the questions are and what some of our answers are.
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And we don t want to be constantly
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Pushing it and pressing on the the insider button.
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We just want to we re excited about it And so forgive us a little bit for the first few months.
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We re really excited about what what it can be for people So that s good.
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I had a I have a funny story, you know, I ve talked talked on the podcast here about my relationship with
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Pools pool chemical companies.
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Oh, yes you have and i ve said that it s it s really a machine It s a money printing machine this assessment where you go you take your pool water in they put it through some kind of Thing and then it spits out all the products you need
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So when you open your pool in the spring, there s always a lot of drama around well, your chlorine s high put a lot of chloro your chlorines low Well, but I put it was and there s alkaline up and down and there s stabilizer and soluble and there s all this stuff and So I was in there the other day
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Throwing my credit card at this dude after I d taken my water and it was a hundred and forty three dollars And on my way out, I thought you know, I think I know what happens now I think the owner of the pool supply company says Hey guys on the floor.
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We got a lot of alkaline up that we need to get rid of so why don t you turn the dials up on the machine so that we can
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I know that happens.
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Sell what s in the bag.
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Sell what s in the bag, but they have a magic part of it, which is the assessment, which they just turn a dial in the back of the machine up.
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You need to video that thing.
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And the thing is, how many people, like, so they put it in the machine, then the numbers spit out, who goes, I don t think that s right.
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somebody.
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You have no I m going to decline that everyone goes.
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Okay, I think it s the credit card over reports.
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Beautiful.
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It s got little girls on it.
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The other interesting thing about pools and we have a hot tub that we have to we don t we have little, but it still gets treated and stuff.
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You know you get in the thing.
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You can t really tell like can you tell with your skin?
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I mean, you know if the chlorine can smell or sometimes yeah, and then I m like okay, you know
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It ll be all right.
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We re going to survive.
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It s all going to work.
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It s all going to be just fine.
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If we re a little light on alkaline this month, it s not like people are going to walk out of there with their skin peeling off.
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When you were young, did you ever try to dig your own pool?
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Of course.
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Everybody did.
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Everybody did.
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We put hose water.
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It was dirty.
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We were in it all day long.
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No problem.
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All day.
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Those were the days, weren t they?
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When your parents would lock you out of the house.
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Oh, wait.
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Was that just me?
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My fault.
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Now we re locked in.
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OK.
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Let s do it.
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Topic today.
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We have talked a lot over the last few weeks about sales process and how are things changing and the new normal, the dreaded new normal.
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And so we wanted to spend a little bit of time today on the podcast talking about the sales process and how it changes, if it changes for you, what you can be thinking about as you look to tweak it, modify it, improve it.
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Because I think we need to get ready here right now for what s going to happen in the next six months to a year and beyond.
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I was telling you, Brian.
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We hear a lot about digital transformation and how are we digitally transforming our companies, most specifically our sales and marketing departments.
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And this fits into that.
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I think there are some things digitally we can do with the sales process that are going to help people.
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So that s our topic today.
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Yeah, and I would say this is definitely not a question of if.
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This is a question of you should.
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This is a must do.
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It s funny, because we did an episode, if I remember right, before COVID hit about sales process, about documenting it, things like that.
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So I think the elements in that episode hang true.
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What has changed is I think you really need to look to retool it.
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So if you re listening to this, what you should be thinking about is this is a pencil paper exercise.
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Pencil, do you like that, Bill?
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Pencil.
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I like number two.
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Do you like the recommendation of the pencil?
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Hard black.
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Yep.
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Is pencil paper.
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Because you do need to erase and scratch and move things around.
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But you really need to do this as an exercise.
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This isn t just like listen while you re working out tips thing.
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This is when you go back to pencil paper, write things out.
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I know everyone s really busy.
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No one has any time right now Not oh my god.
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Hey, I ve got I m gonna one-up you on the pencil paper.
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How about we make this a post-it note exercise?
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Oh Pencil on post-it.
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Well, then you can move things around a little bit much better That might be better than just scratch what I said do the post-it note thing.
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Yeah, that s a great drill, but it is I don t do that enough I don t do it ever
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I ve done it a few times.
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It s a great drill.
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It s such a great drill to use the Post-it Notes.
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Everybody comes away from that with a clearer understanding of what their process is.
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OK.
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Message to our sponsor, 3M.
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3M Post-it Notes, if you re looking.
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No, I m kidding.
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We should do that, though, shouldn t we?
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We should.
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Get Post-it Notes sponsored?
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I don t know.
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So what you should do if you re listening and want to go through this process, just get some little small 3 by 5 or 2 by 2 post-it notes.
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Because what you re going to be doing is putting the elements of your sales process up, and then you re going to be kind of moving them around and modifying them.
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Great idea.
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Speaking of post-it notes, my trainer, Mark Morgan, did this little challenge called the post-it note challenge.
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It s an exercise.
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You stand a plank.
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You can take post-it notes as they are, stay in a plank, take them off one at a time, organize them in a 10 by 10, take 100 of them, organize them in a 10 by 10 perfect square while you re in plank.
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So you re just in front of your plank, you re peeling them off and just put them on the ground in front of you.
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It s way harder than you think.
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So one arm at a time?
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Yeah, however you want to do it.
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You just got to stay in plank and try to put it all together and organize and stuff.
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Keeps you in plank.
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How do you get them off?
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Do you have to snap them off?
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Yeah, yeah, totally.
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What s the thing?
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You got to use your, and you re bracing yourself and core,
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you know, activation.
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So post no challenge for my friend Mark.
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How long does it take?
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Um, see people are getting it done between six and seven minutes longer than you think a plank.
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Yes.
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That s what I mean.
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It s a hard deal.
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It s an employee.
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You can use your feet.
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Okay.
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Here we go.
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Okay.
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Post a no drill.
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Yeah.
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Uh, you want me to start?
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Yeah.
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Yeah.
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So, uh, mine s really easy to start.
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Um, you need to write it down.
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And it s amazing how many people don t have their sales process written down.
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And this drill that Bill s talking about, post-it notes will help you do that.
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You take steps and stages and things like that.
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You put headings on the top, you can get, here we go, let s two up the exercise.
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You get multicolored.
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Multicolored.
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One for the headings.
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Post-it notes, one for the headings, and then one for like the actions and one for the outcomes.
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So you maybe have three colors.
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Now it s starting to look really pretty.
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But you gotta write it down.
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You gotta name the things if you can.
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If you can name the stages,
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You can talk about them as a process to your prospects, as opposed to just generically talking about the next step, which a lot of people just talk about the generic next step.
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Instead, we say, hey, next step for us is called a walkthrough.
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And what the walkthrough is, is this is where I ll interview your salespeople.
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They ll talk to me.
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We ll build some rapport.
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and we re sort of like working on the program right before we go to game day.
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That s part of ours.
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So it s like, that s where it is.
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That s good.
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That s good.
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So come up with your, yeah, come up with your elements and then name, name them each.
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You can even name the whole process too, but at least name the elements because you got to,
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You got to be able to explain this which is one of mine, which is is your process easy to explain?
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Is it consumable when you explain something?
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Does the person really get it and understand it not just the elements of it, but why?
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What s the purpose behind a process?
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I ve got a client who is really good with process, but the reason they re good with it is because they spend a couple of minutes up front sharing with the prospect why they even have a process.
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And it gets into, we ve seen before where solutions don t get delivered on time, they re over budget, they re underserved, and we will not tolerate that.
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And so our process is designed to make sure that never happens.
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Love it.
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So the why of the process is important, but mainly, is it easy for you to explain it to prospects?
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And if it s not, and if their eyes are glazing over, they re falling asleep, they re laying their head down on the desk, something like that, it s not very compelling.
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Just think of when you go to the Apple Store, I always use this as the example for the process.
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You go to the Apple Store, you get hit by a greeter, they put your name on a list, then some guy randomly comes up to you and said, are you Brian?
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And I go, yep.
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He goes, you re looking at an iPad?
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I go, yep.
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And you have two choices, right?
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On the memory and two choices on the color.
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What do they write down?
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Do they write down black, blind zebra outfit?
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Somebody that works at Apple in an Apple Store, tell us how they know who we are.
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That s a great question.
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But they do.
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They know you.
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I wonder if they do it by height and weight like here s the overweight.
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I was going to say there are a lot of things they could put on there that are that ever got to be probably really bad.
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Exactly.
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Yeah, exactly.
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Overweight middle age.
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No at all.
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Black pullover like whoopsie daisy.
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Let s see.
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This is new, so this is a post-COVID suggestion.
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And that is, I think you need to put elements and places in your sales process for small starts.
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Because we re going to face resistance that we haven t faced in the past.
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People are going to be a little gun shy.
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They don t want to buy the whole program sort of thing.
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And so make sure that your process has some flexibility for small starts along the way so people can start to engage you.
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I have a mentor that.
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talks about getting in the accounts payable system.
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Just get something going early on.
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I think sometimes we build the process to sell the big program or the full enterprise system and all that jazz.
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And make sure that part of your process can peel off, almost like emerge off, and go down a smaller path if you need to, because I think you will need to post-COVID.
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Yeah, that s really good.
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I think it used to be that we would hear, and you ve heard this before too, where someone says, well, we just want to get in there.
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We just want to get in.
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Once we get in there, then, and getting in there is probably step one.
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But I think you have to do more than just, let s just sell them this cup, and then we ll sell them the million dollar solution.
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It s not the way it works usually.
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Because unfortunately, if you sell them this cup, now you re known as the one cup dude.
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And you re not known as the million dollar person.
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So getting in there is important.
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Just make sure you have a strategy.
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Yes.
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One thing I was going to add here to our little, if you re envisioning the Post-it notes across the top, we might have the name of the process or the name of the element of the process.
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You ve got what the elements are within that.
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Like if it s an introductory phase of the process, you ve got the elements of introducing yourself, your company s story, find out about them.
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But there s also an element of tech.
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And so if you ve got five steps in the process, and you see them over a landscape on your page across the side, there should be an element of technology to each one of those.
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Maybe.
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Not always, but maybe.
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So what s the element of technology?
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You know a 20-minute video course where you kind of lay out some examples of people who have prospered because of buying from you is it Is it some kind of a test or assessment or model where people can what s that?
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Not just truck, okay
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where people can give you information so that it will crunch through the numbers.
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And so when you get it, that becomes a lead.
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Whatever those things are, you ve got to add and say, is there a technology play here?
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Can I use technology to improve this part of the process?
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Love that.
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Love that.
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You think about, can you shoot a video and have it be a welcome video or something like that?
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Or can you put something through a little course or something like that?
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One thing, I ve got a client who calls on homeowners associations.
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And the problem is that he will be in touch with one person, but he rarely gets invited to the meeting where there s all these people.
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And so he started about a year ago doing videos
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The proposal so when he had the proposal ready, he would go over it with the main person But then he d shoot a video that they can play in their meetings for everybody So that way he can t be in front of them physically, but he can digitally so that s a matter of how do how do we use tech?
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I love that
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Then I have this kind of broad category, and I ll read a couple elements.
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So it might be coercing the system here, putting three suggestions into one.
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I think you need to stress test your process post-COVID.
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Here s what I mean by stress test.
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We have still a lot of uncertainty because we still don t know what s going to happen after we all open up.
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We also have an election coming that s going to create some uncertainty.
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So as you re building your sales process, I think once you have it mostly done, and we say mostly done, we use progress over perfection.
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It s not going to be ideal.
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It s going to be perfect, but it s going to be really good.
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Then you stress test it for some what ifs.
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What ifs would be, what if we get locked down again?
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What did I write down here?
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I wrote down, I said,
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Oh, what if we re-shut down?
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No, thank you.
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Please don t.
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Hashtag re-shutdown.
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What if we do that?
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You need to prepare for that so that you re not rethinking again, like, oh my gosh, what are we doing now?
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Stress test for the election results.
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Stress test for...
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Democratic everything or Republican everything and that sort of thing.
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You need a stress test for that So what do you mean by stress test?
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Yeah, so let s say though we re going on the process and we think it s favorite what s let s pretend Something happens.
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We get reshut down the stock market tanks The government says I don t have we don t have more bailout money.
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We re stuck
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Now, what does our process look like?
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And it could be like, well, we ve got to do some remote delivery stuff work.
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We ve got to do stuff we didn t think about before.
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We have to change our whole market strategy, our pricing model, just stuff like that.
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That would be a stress test element.
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And you can do the same thing with election.
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Stress test with a capital S. With a capital S, I m telling you.
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Yeah.
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And then same.
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You can do election stress tests.
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Like, OK, what if we get this change or that change?
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I m trying to stay off the political stuff.
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Oh, you are, yeah.
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You were very fair, though.
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Thank you.
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I was trying to be very balanced.
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Fair and balanced.
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So I like that.
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I think that s part of having that plan that s ready.
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It s at the ready, as we used to say in the 70s, at the ready for whatever happens.
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So I think the likelihood of another kind of middle-of-the-road shutdown, it s worth having a stress test, at least for that.
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So what are you going to do if that occurs?
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I ve got my final one here.
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is the idea of, and this is more of a question as you re building your process, is your sales process valuable for your prospect?
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Or is it just something that you re pushing people through?
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SPEAKER_00
I had a conversation here a couple weeks ago with Anthony Iannarino, and Anthony has a, I don t know if he s got a podcast, does he?
1
SPEAKER_00
I don t think he does, but he s a writer, he writes.
1
SPEAKER_00
He s got a really good blog.
1
SPEAKER_00
He s got a great blog.
1
SPEAKER_00
Every week, he s written a blog.
1
SPEAKER_00
For like 15 years.
1
SPEAKER_00
Totally good for him, but he in there talks about how he he got the other day the night the ninth or tenth email from a person who has been haranguing him for an appointment and
1
SPEAKER_00
Every email was kind of a pressure for the close for an appointment.
1
SPEAKER_00
Yeah, let s get on the phone.
1
SPEAKER_00
Let s hop on a call Let s have coffee.
1
SPEAKER_00
Yeah, he says not once during that nine emails.
1
SPEAKER_00
Was there ever anything of value to me, right?
1
SPEAKER_00
It wasn t like hey, I came up with this article I thought you might like it and he said it became obvious and when I called this guy back it became obvious It was just a marketing automation.
1
SPEAKER_00
It wasn t even sure it was all on my I
1
SPEAKER_00
And he says, if you re going to do marketing automation, which I really agree that you should, is at least pepper the marketing automation with something of value to people.
1
SPEAKER_01
Let s do marketing humanation.
1
SPEAKER_01
Humanation instead of automation.
1
SPEAKER_01
Humanation and make it real for the person, right?
1
SPEAKER_01
And humanize it a little bit.
1
SPEAKER_01
Because it does, and it gets so droney.
1
SPEAKER_01
And the problem is everyone s been doing it so long.
1
SPEAKER_01
The problem is we re fighting now against stats that say it works.
1
SPEAKER_01
Plus, it s automated.
1
SPEAKER_01
So you re like, I don t care.
1
SPEAKER_01
People don t care.
1
SPEAKER_00
Yeah, exactly.
1
SPEAKER_00
But it s going to catch up to people.
1
SPEAKER_00
It will catch up to people.
1
SPEAKER_00
Yeah, because of the experience you run.
1
SPEAKER_00
And can t we all tell?
1
SPEAKER_00
I mean, can t we all really tell if it s?
1
SPEAKER_00
So unfortunately, if you now, there might be a way to write the emails if you re on some kind of a sequencer or automated automation, unlike humanation, that you can write them in a way that doesn t feel like it came from the marketing department.
1
SPEAKER_00
But if it feels like it s just one more, here we go again, get together for coffee, let s go.
1
SPEAKER_00
And then when Anthony called the guy,
1
SPEAKER_00
He didn t even know, you know, didn t know who he was.
1
SPEAKER_00
Of course.
1
SPEAKER_01
That s the best part of calling me like, Hey, you say, Hey, this is Brian Neal.
1
SPEAKER_01
I just got your email.
1
SPEAKER_01
What s up?
1
SPEAKER_01
Oh, Oh, Hey.
1
SPEAKER_01
You can tell there s
2
SPEAKER_01
Let me get the automation bucket here.
2
SPEAKER_01
Let me get the automation website here with sorry man.
2
SPEAKER_01
We re having some technical problems.
2
SPEAKER_01
So remind me how are you a human?
2
SPEAKER_01
Are you human God?
2
SPEAKER_01
I got one of those remind me how we know each other s I requested a person on LinkedIn.
2
SPEAKER_01
I pet peeves one when people are shut down on LinkedIn.
2
SPEAKER_01
They you have to put their email address in right like that s crazy to me, especially that s a LinkedIn rule though.
2
SPEAKER_01
You mean no, no.
2
SPEAKER_01
Well, no, it s a setting.
2
SPEAKER_01
So I can request you.
2
SPEAKER_01
Some people say I m too important.
2
SPEAKER_01
So you have to, you have to have my email address.
2
SPEAKER_01
Yeah.
2
SPEAKER_01
And then there s the people that accept you.
2
SPEAKER_01
And then they remind me how I m like, well, we have 450 mutual connections in Indianapolis.
2
SPEAKER_01
How about that?
2
SPEAKER_01
We ve never met.
2
SPEAKER_01
Obviously.
2
SPEAKER_01
Yeah.
2
SPEAKER_01
You know, I got, Oh gosh, I ll let you, I ll show it to you.
2
SPEAKER_01
I mean, come on dude.
2
SPEAKER_00
Well, but I also, when I m invited to connect with somebody, I do kind of like to know, like we get a lot of connections.
2
SPEAKER_00
Hey, I listen to your podcast, love your podcast, want to connect, which is cool, but don t send me the default because then I have to, because I will not, I will not accept you if you send me the default email or a LinkedIn.
2
SPEAKER_00
I just want, because if you got it, if that s the best you got, you re bringing your best to the game and it s just default.
2
SPEAKER_00
Come on.
2
SPEAKER_00
OK, that s all I got.
2
SPEAKER_01
Go to the website, advancedsellingpodcast.com.
2
SPEAKER_01
If you want Bill and I to be your personal sales coach, we d love to do that.
2
SPEAKER_01
Join the Insider Group, 50 or 60 or so of your friends that are there every month for live sales coaching.
2
SPEAKER_01
We d love to do that.
2
SPEAKER_01
And we ll see you next time.
2
SPEAKER_01
Bye.
2
SPEAKER_01
Bye.