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In this episode of the Advanced Selling Podcast, Bill gets a little worked up, actually a lot worked up, about his disdain for Apple Watches.
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We learn all about the perfume and cologne experiential marketing process in major department stores.
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And we head into the Advanced Selling Podcast LinkedIn group and take a couple of listener questions that were posted there.
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast, podcast history on the globe and the world and the universe on the planet.
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I m Bill Kasky.
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I m Brian Neal.
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We are so glad you re with us.
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We know that many of you join us every week, and we appreciate that.
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And if you have not yet given us a rating on iTunes or said something nice about us or mean,
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Please do so.
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It s easy to do.
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Just go to iTunes, find our podcast, and just rate and review us.
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We ve got several hundred up there now, and we like to keep priming that pump.
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You know what I d be curious about is how many people listen on Spotify now.
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Do you have any idea?
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We don t have stats on that, do we?
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We have a substance?
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Oh, Travis is going to need a stat.
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I m curious.
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It seems like Spotify is sort of stealing market share from Apple.
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From Apple?
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Maybe not.
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Maybe it s because I m a Spotify person.
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Be careful.
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You know what I mean?
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No, no.
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Apple.
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I saw Apple might make a car.
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I ve always said if Apple makes anything, I ll buy it.
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They make a vacuum cleaner, food processor.
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I don t process food.
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I would buy an Apple car.
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But if Apple processed food, I would.
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I won t buy an Apple Watch.
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Do you have an Apple Watch?
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It s right here.
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You want me to put it on?
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No.
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Now, why don t you like the Apple Watch?
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I don t know.
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It just feels like one more platform, one more.
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It s not.
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It s fantastic.
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You want me to start my rant on why it s so great?
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Where do you want me to start?
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I ll tell you.
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Go ahead.
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Yeah.
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Yesterday, my wife had borrowed her dad s car because he just needed to drive because he didn t drive and his battery goes dead.
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So she took it.
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And I texted her and said, hey, if you want to meet me at your dad s, I ll pick you up.
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And that way, we can get the car back there.
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Yeah.
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She says, can t talk.
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Can t talk right now.
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In the middle of something.
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And I m like, okay, well, that s okay, it s no big deal.
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And then she got home, she goes, well, that came through on my watch.
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And it came through on my watch, and I was working out in yoga, and I couldn t see it, because my phone wasn t there.
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And I said, well, look, my watch, and it said, and I couldn t do it, and so I just said, shut up.
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So it s like, okay, that was a lot to do about nothing.
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So that s why I don t like the watch.
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I m just looking at my heart rate here.
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Who cares?
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Who cares?
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Who cares how well you sleep at night?
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If I have a heart attack, it s a problem.
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It s a problem.
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Is that a remedy for it too, or just tell you re having it?
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It s really good for tracking your movement in a day to keep you healthy.
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It s really good for that.
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Tracking your steps and your stands and your movement.
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You can log your
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all your workouts in there.
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But that s worthless information.
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Does it help you work out?
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No.
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Yeah, it incents you to.
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By how?
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It s incenting.
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By reminding you it s time.
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Oh, come on.
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It ll say things like it s time to stand.
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I got everybody in this room with an Apple Watch on.
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You have one?
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It works.
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No, I don t have one.
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Yes, everybody scores.
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Everybody s got one but me.
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Okay.
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Yeah, there s a lot I work out every day at 630 I lift a lot of weights and I do a lot of cardio.
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I do not need an Apple watch Tell me then I would agree.
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You don t need an Apple watch.
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Okay, there s that topic Apple watches We re gonna talk about our favorite wrist Accessories.
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Oh, we have a we have a question don t we?
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Well, you want to give your shout out to your friend.
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Oh, yeah, that s right.
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We have a friend of the show.
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He s been a listener for a long time.
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His name is Paul Estridge, and he is in the hospital right now.
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And I think he was in intensive care, but he s coming back.
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He s getting a normal room, getting out of ICU hopefully this week.
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He s had some transplant of an organ.
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And we just wanted to say, hey, he s been a listener.
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I don t know whether he has the ability to listen to podcasts.
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It wouldn t surprise me.
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He s been a home builder, a custom home builder in the Indianapolis area for many years.
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He and his father, and he s just been just a good guy.
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He s a good human being.
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In fact, he actually started a podcast that I helped him with a little bit this year.
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interviewing people with their stories.
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And he was so fascinated by meeting somebody and hearing that they have a story that nobody really knows.
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And so he was doing some podcasting there.
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But Paul, if you re listening, we wish you the best.
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Amen to that, Paul.
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Yeah, I don t know him well personally, but just knowing his family and what they do here in town.
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And they ve done some really great things and projects and a lot of
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You don t realize, as a home builder, the impact you have on people s lives long after they re gone.
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It s a lot of good stuff.
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OK.
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We had a couple of questions from our LinkedIn group.
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If you are not a part of that group, we re going to be yielding to those people if they have questions.
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So we have one here from Daniel Iordosh.
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It was a month ago, so this is before the holidays.
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Hey guys, new here in the group, but I listen to the podcast.
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We re a small team that is specialized in audio engineering.
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We want to go with podcast editing and fixing everything related to a podcast s audio.
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We ve done some little projects in the past in this niche.
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We want to start selling our services and wanted to ask you, what do you think s the best way to do that?
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We want to try the most popular freelancing platforms for now.
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I would love to hear your advice from Daniel.
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So audio engineers, they want to get into the podcast editing, fixing, production business.
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What s the best way to do that?
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A couple of pieces of advice.
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Here would be one.
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Podcasting, editing, and fixing podcasts is a really broad, broad market right now.
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with hundreds of millions of podcasts, I think.
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Are we over like 100 million?
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No, probably not 100 million.
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Of shows?
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What am I thinking?
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I don t know.
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No?
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That d be a lot, wouldn t it?
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100 million shows.
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It s a lot.
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As my wife says, a bazillion, which I think is a word now.
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I think you could say that.
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It was a bazillion podcast.
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So the question is, how do you develop a niche within that?
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So you could focus on bit.
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I would encourage you to focus on things like, we work with business-to-business podcasts, or business podcasts, or we work with health and fitness podcasters, because those people are easier to find collectively than just saying, yeah, we help anyone with a podcast.
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The other thing that ll help you is think about podcasters, their history.
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So you need people to pay you money.
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And a lot of podcasts, the thing you can t tell the podcast, like Bill said a few episodes ago, you can t tell four people listen or four million.
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It s hard to tell sometimes.
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Someone with four listeners probably doesn t have the cash.
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Probably not going to spend $1,000 a month.
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Exactly, to work with you.
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But a group that has a bigger following, that has millions of downloads or whatever, or seems to be part of a bigger business, they might have more money to spend with you.
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First piece of advice is to target that way.
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That s good.
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Yeah, I just looked up how many podcasts are where you were off by million 98.5 million 2 million 2 million 1.7 million 1.7 million podcasts.
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Yeah.
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Yeah.
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No, I think that s worldwide problem Yes, maybe I was thinking but episodes would be way bigger than that.
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Where d I get my hundred million mark?
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I Don t know doesn t matter there are over 43 million episodes
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Wow.
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So what that tells me is
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But that s on downloads.
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It s about 40 episodes.
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No, that s not downloads.
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That s episodes.
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So the average podcast has about 30 episodes.
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We have 700.
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OK.
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Here is one thing I would do.
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I would create the most awesome podcast episode that you ve ever created as a sampler.
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And I would send it to people and say, this is a sample of our work.
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I might even go out and find two or three podcasters.
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Maybe you want to start with us.
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That you can take their podcast and really make it special through the front rolls and the music and the editing and Put that on your website and say if you d like your podcast to sound like this.
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Give me a call We can do that.
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It s a good idea.
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So sampling is a really good idea.
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Think about the cologne when you walk into Nordstrom s
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Just think about, you know, used to be that people would start splashing cologne.
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They want you to, and I think even Nordstrom has a little rack there where you have your cologne, and I spruce up, put it all over me.
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I put it in my pockets in case.
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I have my hand raised.
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Colognes for men, perfumes for women, correct?
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Did I say perfume?
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You said cologne.
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Yeah.
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Question is, but I ve never been sprayed.
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It s always the women s stuff.
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I ve personally never been sprayed.
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Is there a men s cologne section?
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Yeah.
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In Nordstrom.
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It s right when you walk in.
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Nordstrom s.
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Right, right, Nordstrom s.
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It s right next to K-Mats.
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Okay.
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Where was I there?
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So yeah, just create a sample as you might get spruced and sprayed when you walk into a department store high-end sacks And then and but you or you could create your own podcast I would say if you re gonna be in the podcast editing business you better have a podcast because and it better had be it had better be really good and
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And it doesn t have to be long, but it has to be good and show off some of the elements that you help people with.
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Like it.
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All right.
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That s what I do on that one.
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Yep.
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Good advice on both ways.
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So we got, by the way, if you re not in the LinkedIn group, this is a reason to be in the LinkedIn group.
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One of the many reasons is we re going to, we re pulling questions from the LinkedIn group right now.
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So if you want us to answer your question live on the air on the podcast, go post it up in there.
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We ll be like filtering through the LinkedIn group, looking for some of these.
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Here s another one.
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Christopher Renaud, he says, hi, everyone.
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Hey, hey, hey.
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What s up, Chris?
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Hey, hey, Chris.
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New listener here, 25, brand new to sales, looking for help as I begin a career I m truly excited about.
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If you had three things to say to a beginning salesperson, what would they be?
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Love the podcast, love the community, love you guys, love, love, love.
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I can t wait to begin bringing solutions that will truly benefit those around me.
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Good job, Chris.
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Way to go, Chris.
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Is Chris a man or a woman?
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Christopher.
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Christopher is a guy.
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Let s see.
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What are a couple of things you would say to him as a beginner?
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So we ve done some episodes.
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So this isn t part of the advice.
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Go back to look for Christopher or Chris.
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Look for the new and sales episodes.
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We ve done a couple of these in the past, I think.
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But we haven t done one in 2021.
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So that s a little different for me.
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No, we have not.
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So my advice would change, I think.
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So here s the deal, Chris.
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Maybe today s advice is different than it would have been a year and a half ago.
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Excuse me, COVID cough.
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I would say, number one, I would absolutely start to work on your social media presence as a sales professional, specifically on LinkedIn.
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And so whatever frequency with which you re engaging with LinkedIn, I would start to throw fuel on that and up it by 2, 3, 5, 10 times.
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And so what that means is you need to start to really consistently produce stuff and engage on LinkedIn.
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Engagement can mean you comment on posts of other people that are in your industry, potential customers, learn, post things, ask questions, try to engage.
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That d be the first piece of advice for a new salesperson that you can t start too soon.
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You can start that immediately.
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And for a lot of people, if you re 25, you re used to that game already.
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You re already usually a social media-ish person.
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So that s a piece of advice I d give someone that I wouldn t have given three years ago, I don t think, as my first bet.
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And is LinkedIn and starting to spruce up your profile and really get committed?
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Yeah, absolutely.
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Would be part of that.
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Commitment to LinkedIn and to think of it being your front door.
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Or people come into your house, it s like, what do they see?
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What do they experience first?
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Yeah, that s good.
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My first one.
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My first one probably would be
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Go around to your company, if there are other salespeople in your company, and go to the ones who have been the most successful.
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So if you ve got 10 people in your company, there s probably two or three that are crushing it and have and are consistent with it.
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And go take them out to lunch and interview them.
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and record it, get it transcribed, because there will be things that they will say that ll kind of be off the cuff that you won t be able to write down.
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In fact, I wouldn t even take notes.
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I would be present with them because you re recording, and I would ask them questions like,
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You know when you get ready to go see a prospect, what s what goes through your mind?
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How do you how do you imagine things will turn out?
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What kinds of agendas do you make?
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Uh, how do you best follow up with people?
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What do you find people struggle with them?
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There s a hundred questions that you could ask these people and I don t know that it has to be people in your company
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Yeah.
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It could be people outside.
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But find some cream of the crop people who are earning the kind of income that you d like to be earning in the next two to five years.
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Ask them questions.
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Interview them.
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Document it.
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Now you ve got your game plan.
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That s really good.
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My last bit of advice for Chris on this, if I were new in sales, advice to a 25-year-old would be, I would recommend, Chris, that you practice, and then practice, and then practice some more.
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And I m going to give two versions of practice.
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Number one.
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I would find a scrimmage buddy, a scrimmage partner.
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So you ll see this on a football field.
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You see it in a basketball team, right?
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You got someone.
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I m sure, Bill, when you played basketball, there was someone that you liked to play one-on-one with or that would- Did you say when I played?
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As in past tense?
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All right, Travy, will you please take the video over to Lifetime and get some
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Bill Caskey.
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Well, I will do it now that you ve challenged me.
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And we ll cut all the misses.
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So now that you play, I m sure then there s someone that you like to run with, as they say, in the basketball world.
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That s dope.
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So Bill, who exactly do you run with these days at lifetime?
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But there s probably someone, though, that you would, even working on a certain part of your game, so you have a good defender on your team, like, hey, man, come out and guard me before practice or whatever.
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So do it in football, too.
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The offensive lineman will pair up with a defensive lineman, just the two of them, one on one.
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And they have their scrimmage buddies, and they try to challenge each other.
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Find a practice buddy, another salesperson, one of your friends.
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It seems cheesy and hokey at first, but if you re both committed to making yourselves better, it d be really good.
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Yeah, that s good.
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Then secondarily to the practice is make sure you re practicing the technologies you re going to be using.
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In this case, I would absolutely practice using Zoom.
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I practice my eye contact.
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I practice my background.
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I practice all the mechanics of moving around.
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If you re doing demos and stuff like that, anything you have to do for remote selling, if you re on Microsoft Teams, practice Microsoft Teams.
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No one s practicing that stuff, and they need to be right now.
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And do you think that the the slide or the slide show is taking on a different Emphasis because of the fact that we re all Virtual now, I mean, I know that we ve always kind of dissed the slide show Yeah, but it feels like I don t know if you can diss it anymore The question is is what are you going to put on the screen visually that s going to be compelling?
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Yeah, when it s not you sitting with your nose three inches from the computer talk.
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Yes
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Well, I think that s part of the problem is the old way to do air quotes demos on a remote with a slide deck was I turned my face off, or I was never on there to start with.
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And it was just a go to meeting back in the day.
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And all it was was seeing the slides.
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Now with Zoom, you need to be present, and you need to look both at the camera.
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It s a thing.
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To literally look at the camera while you re rolling through the Zoom and keep looking at the camera.
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Because the people will be watching you, and you need to practice that.
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For sure.
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You know what I think is going to happen, and Travis and I talked about this a little bit today.
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I think there will be, and we might have talked about this, a ratcheting up of the production value of the Zoom call.
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So now when you do a call, you might have an easel over there, and you may have a monitor over here.
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You may have two cameras and a switcher.
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And if it s an important call, it might be worth a couple hundred dollars to hire somebody and say, when I go to this, switch to the close up here.
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When I go to here, switch to the close-up.
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Let s mic everybody in the room.
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Let s make sure that this is an experience versus a Zoom call.
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Yes.
1
SPEAKER_01
Because it s all there, the mic, everything s there.
1
SPEAKER_01
But if we just default to, oh, it s a Zoom call.
1
SPEAKER_01
I mean, what are you going to do?
1
SPEAKER_00
You can t get creative.
1
SPEAKER_00
Well, hell yes, you can.
1
SPEAKER_00
Yeah, you can.
1
SPEAKER_00
Sure you can.
1
SPEAKER_00
It s a TV show.
1
SPEAKER_00
It s so true.
1
SPEAKER_00
There s no doubt that s coming.
1
SPEAKER_00
And there are companies doing it.
1
SPEAKER_00
There s one, oh, what is it called?
1
SPEAKER_00
What s the company that s doing the Zoom background stuff?
1
SPEAKER_00
It s called something funny.
1
SPEAKER_00
It s not like Ball Ball or Wawa or something like that.
1
SPEAKER_00
You mean the green screen stuff?
1
SPEAKER_00
Yeah.
1
SPEAKER_00
It s a guy.
1
SPEAKER_01
It s really cool.
1
SPEAKER_01
Yeah, but it s so sketchy.
1
SPEAKER_01
Doesn t your lighting have to be really right?
1
SPEAKER_01
But maybe we should do an episode on the Zoom experience.
1
SPEAKER_01
We should.
1
SPEAKER_01
We totally should.
1
SPEAKER_01
And maybe even have somebody who has it nailed, if you know somebody who s really doing it well.
1
SPEAKER_00
Well, I think we are.
1
SPEAKER_00
On the Insider, if you haven t been a member yet.
1
SPEAKER_00
I think the Insider, yeah.
1
SPEAKER_01
We should do an OK, a little experience there.
1
SPEAKER_01
But maybe we could even ratchet that up.
1
SPEAKER_00
No.
1
SPEAKER_00
Yeah.
1
SPEAKER_01
Go to our LinkedIn group and put in your question.
1
SPEAKER_01
And if we select your question, here s what we re going to do.
1
SPEAKER_01
Okay?
1
SPEAKER_01
If we select your question, what we re going to do is we re going to answer the question.
1
SPEAKER_00
Please do.
1
SPEAKER_00
And yeah, you ve got to be in the LinkedIn group to do that.
1
SPEAKER_00
You thought there was going to be a prize.
1
SPEAKER_00
I did.
1
SPEAKER_00
I thought we were going to give something away.
1
SPEAKER_01
We have things that we d like to give away, but we don t know where these things are.
1
SPEAKER_00
So we re running them down.
1
SPEAKER_00
We re just looking to see if she texts me back.
1
SPEAKER_00
She did not.
1
SPEAKER_00
We re running them down.
1
SPEAKER_00
Yes, we re trying to find some things, and it s not happening right now.
1
SPEAKER_01
We ve got a warehouse full of things that we can t get to.
1
SPEAKER_01
So we re going to charge $80,000 for inventory fees.
1
SPEAKER_01
You ll be the first to know, though.
1
SPEAKER_01
Glad you re here.
1
SPEAKER_01
Yep.
1
SPEAKER_01
Thanks for listening.
1
SPEAKER_01
Bye.
1
SPEAKER_01
Bye.