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In this episode of the Advanced Selling Podcast, Bill shares the aftermath of his falling story.
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We ask you, what s your response when you fall and someone says, hey, are you okay?
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And we talk about all things social selling and what is the actual motive behind the behavior.
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Welcome back, everybody, to the Advanced LA Podcast.
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I am one of your hosts, Bill Kasky.
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The other host, Brian Neal.
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Brian, good to have you back.
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We won t talk about LA just yet, but we will maybe next time.
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How about that?
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We ll see.
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Yeah, yeah.
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I m sure everybody knows by now, but we ll leave it a secret.
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Yeah.
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We re recording this before it happens.
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I think people know.
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Well, I had, oh, by the way, if you have not linked to us in the LinkedIn group, go to advancedsellingpodcast.com slash LinkedIn.
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If you have not checked out the Insider program in a few weeks, we have had some awesome meetings.
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Go to advancedsellingpodcast.com slash Insider.
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And we re going to actually be playing some people s testimonials to what they ve learned.
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It s really fascinating.
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I ve been recording some of these.
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You ve got to be part of that program, everybody.
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You ve heard us say that, but you have to.
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Yeah.
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For sure.
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I had an accident two weeks ago.
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Did you know this?
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Did I tell you?
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You may have mentioned it, but we haven t talked about the aftermath.
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The details of it.
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Yeah.
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Well, I was heading into a Starbucks about, I don t know, 8 o clock in the morning.
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And we had some ice in Indianapolis here where we are a couple weeks ago for a couple of days.
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And it s that dark ice, black ice, whatever you want to call it.
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Can t really see it if you re on blacktop.
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And I m usually pretty careful, and I m pretty athletic, so when I slip, I kind of catch myself.
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Well, I did not see this patch of ice.
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And I had my computer in my right hand and nothing in my left, and I just went down just instantly, and I tried to catch myself with my left hand.
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And that s not good, so I ruptured my rotator cuff.
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I ve gotta find out tomorrow what I m gonna have to do on it.
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But I m sure there ll be a surgery, yeah.
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ish so uh sorry yeah so it s and I ve been working I ve been really getting in great shape last couple years and then this happened so anyway but I can still it s not like you re all in look at this way you
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been getting yourself in great shape, which should allow you to recover from this.
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True, maybe.
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Yeah, let s hope.
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Versus the others.
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I just don t want to talk about my friends that have been through rotator cuff surgery.
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Oh, bad news.
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That s what I m saying.
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My brother had it.
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Everyone s good and recovered.
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I just heard it s tough.
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It s tough.
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Yeah, I ve heard that too.
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And the doctor was, he goes, it s six to nine months, Bill.
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Like, oh, can you candy coat it?
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Can you smile when you say that?
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Or give me a popsicle or something when you say that?
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Yeah, put an extra screw in there, Doc.
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But I came home and told my wife, said, hey, I had an accident today.
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And she goes, a car?
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I said, no, I told her.
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And her first words, you know, sensitive.
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My wife is extremely sensitive.
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She said, well, why didn t you roll?
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Why didn t you roll?
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Roll.
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You were on fire.
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It wasn t like you were on fire.
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I know.
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And it wasn t like you have a lot of time between the time you slip and the time you re down.
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Like, oh, I can feel it coming.
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Should I do a jumping jack?
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Should I do a split squat on the way down?
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What should I do?
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Did anyone see you fall, by the way?
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Oh, yeah.
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A couple of people rushed to my aid.
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They rushed.
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OK.
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A couple of guys rushed over.
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You OK, man?
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I was like, oh.
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That s good.
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So anyway, that was it s interesting too when that happens What is it?
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Is this just a Midwestern thing when people run up to you and you re healthy and you re with you know?
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What s about you kind of guy and they run to you and say are you okay?
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Your first inclination is to say yeah, I m fine.
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You re not fine.
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I m like you re you got a compound fracture.
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Yeah, I m good I m good.
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Like no, you re not let s shake it off.
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Like you re the side of your tibia is sticking out.
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I
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You re not fine.
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But we have the propensity to say that, I think.
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Because usually your restaurant will be, are you OK?
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People will go, no, usually not.
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No, because then you think, oh, this is a heart thing or a stroke thing or something.
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Yeah, get the paddles out.
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That s funny.
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All right.
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So I ll be dealing with that.
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I ll update you.
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But I feel great.
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I mean, I still feel great.
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I can do almost everything with the arm except for like two movements, one of which is raise your hand.
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I can t do that.
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Yes, yes, and yes.
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You don t realize how much your shoulder is a part of your everyday operation.
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Right, right.
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The ability to lift it.
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Even just putting a coat on and stuff.
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People can t see that at radio.
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Chicken wing.
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Yeah.
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All right, topic.
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Want to tee it up?
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Yeah, topic today.
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You know, over the last few years, you and I have talked a lot about brand building, personal brand building.
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We have a program that we offered people.
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I think you can still find it at advancedsellingpodcast.com.
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And we believe wholeheartedly in the importance of a business-to-business salesperson building their own brand.
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Yes.
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It can mean a lot of different things for a lot of different people.
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It doesn t mean logos and Photoshop stuff.
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It just means can you
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Can you build your brand so that that will help position you in the market and more and more people will come to you and say, hey, I like what you re doing.
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Come in and talk to my team.
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And so we ve done that.
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You ve done it.
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You ve done it.
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I ve done it.
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We ve done it together.
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And so we believe in it.
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And so I want to talk a little bit today in the podcast about what does it mean to build a platform?
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And I think of brand building as just building your platform so that you have something to say and you have a platform now to say it on.
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And then how do we know if we should be doing it or not?
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Are there certain people that just should not do it at all?
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Or are there just different variations of it?
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So that s what I wanted to talk about today.
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I love that.
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And when we do this, number one, obviously, we ve been doing this podcast a long time.
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We do other things on social.
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If you follow Bill and I individually on LinkedIn or our firm, you ll see we do lots of work around this.
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So we re firm believers and firm doers.
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And we tend to, I ll speak for myself, I tend to,
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coach more to the behavior of it more than anything else.
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And I think when you brought this topic up, it really hit me in the head like, hmm, there s something deeper here.
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So when we re talking about platform, I think what we wanted to explore today is what s behind the behavior.
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because you hear people say, you know, post three times a week and two videos.
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I do that.
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I teach.
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Here s a plan.
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Do the plan.
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Just do this stuff and it ll happen.
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But there s something missing behind that, uh, or maybe, um, something that needs more support.
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And, um, I think that s what we want to talk about today.
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So.
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Yeah, it can become very sporadic and transactional if you say, I post three times a week on LinkedIn.
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OK, well, one Monday, and then Tuesday, and then Thursday, and then next week.
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Oh, I can t do Monday and Tuesday.
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I m out of town.
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I ll do Wednesday, Thursday, Friday.
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And then you say, I can t do three this week.
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I can do two.
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And then you say, well, nothing s really happening here.
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I ll do none.
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How about that?
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Yes, right.
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Yeah, it just doesn t, and I asked myself as we were prepping for this topic, which we, you know, prepped for, for hours before the show.
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We were prepping for the, okay, this ll be good.
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Go ahead.
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I m all ears.
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We were prepping the 45 seconds before we turned recorders on.
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We were prepping.
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What s the depth of social media strategy?
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What s behind it all?
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And things that we normally don t talk about I wanted to bring forward.
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So one is intention.
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We talk about intention in the sales process.
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What we don t talk about as much is intention in building a social media platform.
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And I think sometimes we get caught up in all sides of the metrics.
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So it s how many followers we have, how many downloads we get, and all that stuff.
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We don t get caught up in the intention of what s behind all that.
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And even if we self-assess, Bill, you and I, we ve been doing this for a really long time.
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If I say, why have we been success?
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People say, well, you know, you ve got a really great listening audience.
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You know, what d you do?
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They want the secret.
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So one of the secrets is we have been consistent with our behavior.
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We released one episode every Monday for 15 years.
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Beyond that, though, I think there s something much deeper.
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One is, I think, our intention of why we do this.
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I think it s clear to everyone.
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We really enjoy it.
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We just have fun.
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We love radio.
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We love nice microphones.
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We love talking.
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We like each other.
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We love to hang out and tell stories.
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And so our intention has never been about how many downloads can we get.
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It s a metric in the business because the podcast is a business But it s not the core intention of the thing the core intention of the thing is to get together Enjoy the process share some things that have worked for us and others and hope that other people get value from it I think that s really important for you to explore what your intention behind all of your social media efforts And most people say I m trying to go viral trying to get followers.
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I m trying to get like yeah, you know and
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And that intention, it comes in on itself after a while.
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Absolutely.
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So it s all about you or me, not about my audience and my listeners.
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And that is one thing I think is important when you re building any kind of a platform, whether it s a visual platform like YouTube, or whether it s an audio like podcast, or whether it s LinkedIn, writing articles.
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When you re doing that, it really has to be all about the audience.
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And Joe Rogan s been in the news a lot over the last couple of weeks because his podcast is controversial, apparently.
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And I look at that and say, well, wait a minute.
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Forget about what the content of it is.
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He believes that he s helping.
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people in his audience.
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He believes he s introducing them to, he had a guy on the other day, the knees over toes guy.
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I don t know if you ve ever seen him.
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He believes that we ve all been misled about don t put, when you re lifting weights, don t put your knees over your toes.
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And he has some pretty good data to back it up.
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It s like, yeah, even the people who did the study first now come back and say, no, you really, knees need to go over the toes because that s how you grow muscle in your tibialis and all that stuff.
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So now, is that controversial?
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Yeah, for a non-knees-over-toes guy.
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But he had him on.
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He exposed him, his concepts.
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But it s all, I think, to help the audience then resolve these things and say, you decide.
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I m showing you a knees-over-toe guy.
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I m showing you a not-knees-over-toe guy.
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You decide.
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And I think that s what we have to do when we re building our platforms.
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We have to be really conscientious about, are we putting out information that is helpful, that s entertaining, that s educational?
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Because if you are, your platform will build organically.
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And if you re not, it won t.
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And it will build with the right numbers, too.
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Because if you believe in a certain thing or a certain way, and you want to feed and be with others who believe that way, too, they will just naturally gravitate.
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And the ones that won t, won t.
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Um, just like I feel like we have with our podcasts.
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I think the feedback we get from you, our audience is we love this cause it s very real.
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It s very approachable.
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It s very authentic.
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And I, that s who we are.
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That s what we want it to be.
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And we don t, and that s how we built, we built the audience.
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We didn t start the thing off and say, okay, how many, how many downloads can we get this month?
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What, what can we say or do?
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Let s do something sticky or different or out of character.
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Like, well, no.
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And if you listen to our episodes, which is funny to go back and listen to the original ones built, you haven t done that.
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That s one of my favorite things to do, go back to 07.
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One, just to listen to our voice inflection too, and just to listen to the, but it s pretty much the same thing.
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It s the same thing because we feel very comfortable in what it is.
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So what advice would you have of someone who came to you, maybe they re a client and they re a B2B in the B2B space, let s say they sell medical devices to hospitals and institutions and so they sell capital-ish equipment, it s not just a transactional thing, they re calling on people.
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What advice would you give them in terms of how to think through whether they really should be building their platform online or not?
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Yeah.
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Well, I mean, the first thing is I think they should.
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I struggle these days to find someone to think, well, I thought through it and I think I shouldn t.
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I think they should.
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The question for me is no how and what s the voice.
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And I think you find those places in your business that you are really drawn to those things that you look forward to the conversation.
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So if someone sells medical equipment into hospitals, there s some element of what they do that they love.
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Maybe it s in the surgery room where they actually go in.
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I got to work with a team where I got to go in some surgery.
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I didn t get to go in the actual room, but I could peek in there and see and watch the surgeries.
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That s cool.
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I like to think of things that are behind the scenes that people don t see to share about.
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Or I like to bring people together to share ideas in that world.
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So maybe what they do is they interview physicians who talk about the pre-surgery process, the mentality of surgery.
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Just anything like that that they re very real and drawn to is what it should be.
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Not, here are six tips on how to close a medical device sale, if that s not their deal, you know?
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So finding that authentic subject matter that you light up when you talk about, listen to, learn about, and make that your message and the core of what you do.
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versus.
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Because what you just described there, you could build an entire platform around what you just did.
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Completely.
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Yeah.
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Yeah.
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We can t say intergame anymore, can we?
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But if we said something similar to that, it would be that of surgery.
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What is the mental preparation of a surgeon like before surgery?
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What are the things they think about?
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How do they handle mistakes?
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How do they handle the pressure when things don t go well, when someone s body s cut open?
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Such an interesting time.
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I think that s interesting.
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Yeah.
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So you re saying that
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decide, look at yourself and say, what is it that I m passionate about, interested in, what compels me, whatever, passion, I mean passion, that word gets thrown around a lot, but just what attracts you, what really, you say, man, that is cool, the whole inner game, let s just say it s a mindset thing, and you sell surgical equipment, you could create a whole series on the mindset of a great surgeon.
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And interview surgeons here and there, and interview,
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college professors who teach surgeons.
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I mean, you could do this, so it s a once a week platform.
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And now, you become the person that other surgeons wanna be on and they listen to, and when you show up to sell your stuff, there s not a lot of selling that goes on.
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It s like, oh man, you re the man, you re the mindset man.
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Yeah, you re the guy with the mental side of surgery guy, whatever, you know?
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Yeah, yeah.
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Yeah, and you create this audience, you have all this content for new surgeons coming on board.
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And it s really got nothing directly to do with what you do.
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And it s still something that s adjacent to it and in it and build the platform and gives you a voice and an audience.
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I d love to do it.
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I m so I ll be so interested in that.
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You know, there s another element to this that is popping up for me.
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We talked about what do you want to talk about or share?
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But to me, it s also about what do you want to learn about?
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So that to me is, and I m curious about that.
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I m curious.
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I would love to hear from a hundred different surgeons on the thought process, the mentality, how they handle things.
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If I was a surgeon, I d really want to learn that.
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Oh yeah.
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How do they manage their team in the OR, right?
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How do you manage a nurse who keeps screwing things up or a PA or how do you work with the anesthesiologist?
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Well, what s the team like?
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I would be fascinated to learn that.
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So if I m fascinated to learn it, I ll show up that way when I m interviewing my guests, right?
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That s right.
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And people love that.
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They love that.
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What do you eat before surgery?
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I mean, what do you work out early in the morning?
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You listen to music.
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Yeah, totally.
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That s right.
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I mean, that should be our third second podcast.
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We don t even sell medical equipment.
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This is a done deal.
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We should.
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We get a license for that.
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This is called Between the Years.
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Yeah, it s called Between Years of Bill and Brian.
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We re going to interview a bunch of surgeons on them.
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Yeah.
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And if you re listening to this and you sell medical devices, you re welcome.
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That s right.
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That s right.
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Bravo idea.
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That s right.
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That s right, Dr. Neal.
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OK, so lessons today.
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If you are in a profession where you have information, and you have expertise, and you want to share it with your prospect base, you need to build a platform.
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You can call it a brand.
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You can call it a platform, reputation, whatever.
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But build it.
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Start with something that interests you.
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and dig deeper into it, extrapolate it, double down on it, and after 90 days you may say, man, I really love the mindset of a surgeon, but nobody else seems to love it.
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Oh well.
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Oh, well, find something else then.
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And maybe you didn t do it quite the way it should have been done.
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Maybe you tried to do it all on your own.
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It didn t ask for help.
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I mean, it could be a lot of different things.
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But I would say, look for the passion.
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Look for where in the business you really have some interest.
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And double down on that.
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Build a platform around it.
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And when you do that, all the inhibitions of doing the behavior go away because it s so fun, which is what you see from me and Bill.
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We don t look at our calendars and go, oh crap, I got to do the DanceLink podcast today.
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It s one of my favorite days.
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I m like, ah, I love doing this.
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It s so fun.
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And it s 15 years worth.
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We re still loving it.
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So just that s when you know you got it.
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And that s what everybody needs to do with this culture.
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All right, man.
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SPEAKER_00
All right.
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SPEAKER_01
Good job.
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Let us know.
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Bye.
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OK.
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See you.
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Bye.