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Welcome to the Sell or Die podcast.
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I m your host, Jeffrey Gittimer.
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And I m your host, Jen Gittimer.
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Well, in this podcast, we re going to help you attract more qualified, unbelievable, ready-to-buy clients.
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We re going to help you build loyal relationships.
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And the one thing you re hoping for, close more deals.
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Let s get into it.
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It s time to sell or die.
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Welcome back to Sell or Die.
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We have a tremendous guest today.
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He is not only an expert in sales and marketing, he is an expert in coaching and he s from Philly.
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And so you have to take all of those things and put them in the same hopper because people from Philly start out with an intellectual advantage over the rest of the world.
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And then how they convey that is going to determine how successful they become.
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But the foundation, the foundation of David
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Newman s intelligence comes from the heart of downtown Philadelphia.
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Never forget that as we re intellectualizing here.
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Now, he lives in the main line now, but that doesn t mean that he doesn t understand Center City.
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I think that s a very important part of the process.
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We talked about famous delicatessen, but we could have just as easily talked about the Reading Terminal.
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We re good.
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We re phenomenal.
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We re foundational.
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Ladies and gentlemen, please welcome the great David Newman.
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Thank you, the King and the Queen.
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You didn t mention Bald.
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Bald is another asset that we have here.
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It s interesting.
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We could potentially look at doing this.
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I m doing a seminar in May with Monty Wyatt, who is arguably the most successful of the action coaches ever.
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And we re doing a seminar in Des Moines, his city, and we re calling it Bald Ideas.
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Very nice.
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In the meantime, David has a new book out.
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Can you talk about it just a little bit?
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So it s called Do It Selling.
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I wrote it for myself circa 2003.
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Now, funny story, I don t think you and I ever talked about this, but I came to your Philly public seminar in 2003 at the 12 Caesars, which is no longer 12 Caesars.
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They ve put something else there now.
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And I remember it was like 500 people in this big ass ballroom.
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And one of the opening exercises was turn to your neighbor, take out your business card, tell them what you do.
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If you understood what they said, keep their card and say, thank you.
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If you had no idea what the hell they said, tear their card in half and give it back to them.
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So this woman sitting next to me, she says, I sell insurance.
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I get it.
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It s boring.
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No problem.
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I say, okay, great.
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I hand her my card and some crazy nonsense comes out of my mouth.
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And she has this puzzled look and she has no idea what I just said.
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And she says to me, I am so sorry, tears the card in half, hands it back to me.
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And I m like, wow, okay, I better sit down and learn from this Giddimer guy because I m already screwed here at step one.
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So from that, that was me in 2003.
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So in addition to all of your fantastic sales books, both of you, I decided to write a sales book for David Newman circa 2003.
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Meaning, really smart guy, something to say, something to sell, didn t know the first two things.
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about effective selling, articulation, distinction, lead generation, prospecting, positioning, packaging, negotiating, closing, none of that.
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I mean, I couldn t, it s the old cliche, I couldn t close the door.
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I literally could not close the door when I started this business 20 years ago.
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So it s almost like the Denzel Washington.
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Right.
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This is the sales book.
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Explain it to me like I m a seven year old.
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And, you know, what sales is and what sales isn t, what a sales process is.
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Oh, my God.
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There s like there s like a method to the madness.
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And then, you know, for people who love the work of the work and they just hate the sales part.
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This is why I wrote the book.
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That s a great incentive.
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And I also know we had a little bit of a previous conversation, Diehard, who the book is geared for.
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It is not geared for the guy who s out making cold calls trying to sell fasteners for machines.
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It s for someone who s dealing with a professional services person, either buying or selling.
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Yes, absolutely.
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So it s for the professional services seller, usually solo, but also maybe a small firm, consultant, trainer, attorney, engineer, architect, someone who really sells their time and talent.
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And sometimes if you re a solo,
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consultant or coach or trusted advisor, you are selling yourself.
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So now there s a whole layer of ego and imposter syndrome.
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And why do I have to do this?
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I m so good at the work of the work.
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Shouldn t they just come to me?
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Shouldn t word of mouth?
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This is what drives me crazy.
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I m sure you have a take on this too.
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I don t do any selling, Jeffrey.
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I don t do any selling, Jen.
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My clients come to me by word of mouth.
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My client, I have a referral only business.
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I don t need to sell.
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And I look at that person like they re a moron.
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What do you guys think about that when you hear that?
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Yeah, this too is my specialty.
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I help service based business owners.
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And I remember back in the day, like 2000 and
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7 or 8.
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Oh my God.
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No, so I was still in diapers.
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2013-ish.
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Sorry, 2013-ish.
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I was working with a owner of a cake business.
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She made specialty cakes.
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And she s like, guess what?
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I just did the coolest thing ever.
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What?
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I am leasing a storefront.
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Oh, OK.
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So how are you going to get people to come to your storefront?
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What s the what s the plan?
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She s like, no, no, it ll be storefront.
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So they re just going to come in.
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If you build it, they will come.
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There s a movie about that.
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And I think that there s this concept, especially for services-based business owners, where you re like, I m an architect.
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People need to know how great my design is and how great I can do this.
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So they ll just come, like a little bit of shop.
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And it s not really how it works.
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She quickly learned that having a storefront in the middle of Manhattan on 30-something Street did not mean that people would come in.
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They might just walk by.
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They should have something.
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It s a busier neighborhood.
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It s the same thing.
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It s the same thing with books, right?
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People say, oh, my book s going to be on Amazon.
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And Amazon gets millions and millions and millions of hits every single minute.
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So just because my book is on Amazon, people will find it and buy it.
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And then the reviews will come in.
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and I ll be a bestseller. 
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And it s like, nope, crickets, tumbleweeds going down the main street with the Western, you re at the saloon, the doors sound like this, tumbleweed, nothing, nothing happens on Amazon, nothing happens on main street, nothing happens in your business until you learn how to sell.
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And again, I m preaching this to myself.
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Sell or promote.
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Sell or promote.
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Sell, promote, actually, or surprise.
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I m going to give you a real world example for your readers, David.
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Yeah.
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We have a customer who has to sell to architects.
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And they have a very smart, it s a very architecturally oriented glass wall.
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And I asked the customers in their seminar, how many of you have read The Fountainhead?
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And the answer is no one.
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I said, well, that s a book that every architect has read and studied.
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It s a book about Frank Lloyd Wright.
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It s a book about a person who I identified with for years, Howard Roark.
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And he was just the anti-guy, but very successful.
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And it s a book about doing the right thing, saying the right thing, and having integrity.
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sticking to your own guns.
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Okay.
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I said, well, here s the deal.
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Here s my idea for you.
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The opening line of this book is as famous as who is John Gall.
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The opening line is Howard Rourke laughed.
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And I went online and I found a mug with Howard Rourke laughed on it.
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And so I gave that to all of the salespeople and I said, send this to your architect.
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with a box of K cups of their favorite coffee, not yours.
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And you will get a meeting 100% of the time.
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It has nothing to do with who you are.
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It has nothing to do with what you ve done.
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It has everything to do with what you re trying to convey.
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Yeah, a message that you know about them.
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Totally.
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So let me share, I talk about this a little bit in the Do It Selling book about really knowing your prospects.
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And the analogy that I share is there was a detective show and these two cops were on a stakeout and they were supposed to be watching this suspect, watching his every move, where he goes, when he goes, who he meets with, what he s doing, absolutely everything.
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Somehow the guy gets away from the two stakeout cops and has a meeting with someone.
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They don t see it.
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They don t notice it.
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They don t have the listening devices for what was said in that meeting.
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And they go back to the station house and then they tell their captain like, well, we lost them.
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We don t know how, but we lost them.
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And the captain goes nuts.
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He says, you were on a stakeout.
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You re supposed to watch this guy s every single move, every place he goes, everyone he talks to, every phone call, every meeting.
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You need to know how this guy likes his eggs.
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And that was the punchline.
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You need to know how this guy likes his eggs.
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So knowing everything about the prospect, including
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What s their favorite K cup of coffee?
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What s their favorite kind of coffee?
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And so many lazy sellers go, well, Jeffrey, I don t know.
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Jen, how am I supposed to find out what the favorite coffee is?
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You re supposed to do research for God s sakes.
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And not just research on the website, research on your network, research what they post on LinkedIn.
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what they post on Facebook, what their kids  names are, what their kids  hobbies are.
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All of this is now completely available.
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It s called social media, people.
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And if you don t know, it s like if your copy and paste goofball generic spam prospecting is not working, it s because generic goofball spam prospecting doesn t work.
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It never did, and it never will now.
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But now I m just more mad at you because you re a lazy seller.
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OK, there s or you don t know any better.
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Yeah, there s a higher factor of that.
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And I ve told this story twice before.
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I got a call.
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I filled out a form online to get something about financial planning, about how to preserve wealth.
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And I I just got the little booklet and that s all I wanted.
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But I get a call from a sales guy and the sales guy says, I m calling because to follow up to see if I can help you personally, you know, with whatever your situation is.
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And I said, did you Google me?
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And he said no.
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And I said, well, they ll never fucking call me again.
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And I hung up.
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How can you possibly make a call without spending 10 seconds on mother Google?
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Just 10 seconds.
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Yeah.
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And it s because they don t, that s how they operate.
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And the good news is if you re a person that does use mother Google, you re going to beat that guy 100% of the time, not 95%, 100% of the time.
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So whatever you re talking about in the, uh, in the do it selling book, if it has anything to do with doing research before you make a phone call, the book is going to win big time and lots of research, lots of research.
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Like again, not hours and hours, like 15, 20 minutes.
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And you will know more.
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You will know how they like their eggs.
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So David, when you re thinking about the person who got into their career because they re really good at a skill, they have this talent and they re like really good at it.
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And that s why they got into it.
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And then they open up shop and they re like, Oh shit.
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Now that means I have to sell it.
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Right.
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What are some of the things besides researching the person that they need to think about in order to make more sales?
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Well, I think the first thing is reframing the sales mindset.
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And again, I have to hand it to Jeffrey because this was, I don t know, 20 plus years ago.
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It was a blog, it was a video, but it was a fantastic soundbite that you own.
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You don t need more prospects, you need more friends.
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Remember that, right?
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That s one of the, that s one of the Giddimer-isms, one of thousands that are very much worth repeating, that you don t need more prospects, you need more friends.
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So the way that I talk about this in the Do It Selling book is if you don t like sales, if you re afraid of sales, reframe it in your mind as an invitation to a conversation.
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I break down both parts of that.
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of an invitation.
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Usually invitations are good.
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When you get an invitation, you go to something, there s puppies, there s bourbon, there s burgers, there s barbecue, there s fun things when you get an invitation.
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Who s afraid of a conversation?
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Have you ever been invited to a bris?
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That I have not been invited to that I probably wouldn t be like, yeah, yeah, yeah, yeah.
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No, it s classic.
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It s one of the most emotional invitations I ever got.
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Just be careful what they put on the cold cut platter, that s all I m saying.
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Exactly, exactly.
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So conversation, let s talk about conversation.
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Who s afraid of a conversation?
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Not many people are afraid of a conversation.
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Conversation, you get to meet new people, you get to exchange ideas.
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Some of these people may even become your new friends or your new best friends.
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So if we take away this whole concept of, oh my God, I got to talk to strangers, I got to prospect, I got to go out and generate leads.
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reframe that as an invitation to a conversation about how you might possibly be able to help them or to serve them.
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And that s the other thing, is that a lot of times, independent professionals specifically, think of sales as taking.
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It s like, you know, taking.
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It s like, oh, I don t want to impose.
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I don t want to be pushy.
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I don t want to, you know, bother them.
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Well, do you want to give them a gift?
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You want to give them some value?
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Do you want to add some relevance and some helpfulness to their world?
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My strong, strong belief, and we talk about this in the Do It Selling book a couple of different ways, the sales process itself should add value to your prospects, whether they end up buying or not.
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Let me repeat that.
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Your sales process should add value to the prospect whether they end up buying from you or not.
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So who s afraid of helping or teaching or sharing or enlightening?
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I think that s to answer Jen s question.
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That is the first mindset reset that we need to really embrace so that sales doesn t become this horrible thing that we have to avoid or minimize.
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And it becomes kind of our main number one job as an entrepreneur.
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So I love that number one invitation to a conversation.
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Brilliant.
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And that the sales process should provide value the whole time.
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Now, as a follow-up to that, I do have people say to me, but Jen, I don t want to come off salesy.
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So what would you say to that?
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So this is something, and I forget which guru, but there s all, you know, when we look at our inbox, there s all these other kind of gurus out there that are saying how to do X without being salesy.
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Like I m not even sure what salesy means, but years ago, one of my clients said,
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I don t want to come across as salesy.
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And I had heard this like so many times by this point, I kind of lost my cookies.
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And I said, listen, you got two choices.
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You can be salesy or you can be brokey.
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You want to be salesy or brokey because if you re not doing salesy, then you re going to be doing brokey.
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salesy includes the word today, you go to a car dealership, and the guy says, you re looking to lease or buy today, did you have a model in mind today?
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Have you have you been elsewhere today?
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Or, you know, as soon as the word today enters into it, it starts to sound like salesy.
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And so you have to couch your language to make sure that you re healthy, not salesy.
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Oh, I love that healthy, healthy, not salesy.
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Okay, there s another.
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There s another thing, though, how do you practice that?
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And I m going to give you an answer that involves me and Jen, when we very first started to be together in Charlotte, I m walking down the aisle in the grocery store in Harris Teeter.
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And some guy walks by and I say hey to him.
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And he says, Hey, back.
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And Jen says, Do you know him?
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I said, No.
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Well, then why are you talking to him?
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I talked to everybody.
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And that started her understanding the South versus the North.
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Everyone overtly talks to somebody else in a friendly way.
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And I ll go so far.
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I ll see somebody with a lot of hair.
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And I ll say, hey, can I borrow some?
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And I ll take my hat off.
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And they re like smiling, laughing.
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Oh, yeah, sure.
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Okay, so you can take it as far as you want, as long as you get a positive smiling response that will help you when you re in that awkward moment in someone s office.
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And you don t really know where to start.
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Yeah.
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Do you have a starting point?
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Do you have guy walks into an office and he has a service to sell?
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What what do you recommend he starts with?
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Well, again, I love what you said about the cup of coffee, right?
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If you go in knowing something about what s going on with your prospect, with your prospect situation, and you show up and the bar is so low.
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I mean, let s just talk about this for a quick second.
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The bar is so low to show that number one, you ve done your homework.
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Number two, you re an actual human being.
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Number three, you actually care about them.
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You re not just there to push or pedal or give the same sales spiel that you ve given five times, 10 times already that day, and that you come across their radar as somebody with relevance and value and generosity, right?
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So even the questions that you ask should be tailored to that particular prospect at that particular moment, on that particular day, with that particular situation that they may be in.
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So we talk, for example, a lot about trigger events.
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Trigger events and news jacking as are you connecting with the right prospects at the right time with the right solution for the right reason.
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So news jacking, let me explain what news jacking is.
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Usually news jacking is for PR, right?
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So if you want to ride a current trend,
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Like, let s say when the show White Lotus was new, right, you would publish a story in the media about, hey, five lessons that most CEOs can learn from White Lotus.
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And because White Lotus was the au courant show at that moment, that gets picked up a lot because it s sort of very, very timely.
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In the sales version of newsjacking, it s looking at your business journal, the business section of your paper, the trade and professional publications in your industry, seeing what s going on, seeing what are the movers and shakers, what are the crises, the opportunities, the good news, the bad news, the various inflection points that a client might be going through and then showing up and then in your initial contact.
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Because I want you to think of yourself as a prospect as well, because we re all prospects and we re all sellers.
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Anytime that you get some incoming sales message, we always ask three questions.
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Why this?
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Why me?
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Why now?
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Why am I getting this?
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Why am I getting this particular thing?
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Why are they sending it to me specifically?
1
SPEAKER_01
And why right now?
1
SPEAKER_01
So if a company s in the middle of a merger or an acquisition or something else, and you happen to be a team building expert, and you do 15 minutes of research, and you re saying, hey, it looks like in Kansas City, you re bringing these two groups together for the first time, 300 engineers from company A, 300 engineers from company B, I m wondering, what do you have planned for the inevitable conflicts, turf wars, ego, politics, and people problems
1
SPEAKER_01
I have a couple of ideas that might be helpful to you.
1
SPEAKER_01
Would that be worth a short chat?
1
SPEAKER_01
Why me?
1
SPEAKER_01
Why this?
1
SPEAKER_01
Why now?
1
SPEAKER_01
Answered all three questions, your relevance goes from 0% to 80%, and they re much more likely to respond to that outreach than, hi, do you want team building?
1
SPEAKER_01
Hi, do you want team building?
1
SPEAKER_01
Hi, you got any teams over there?
1
SPEAKER_01
So showing up with something more from the headlines.
1
SPEAKER_02
That 10 minutes of research pays major dividends.
1
SPEAKER_02
Huge.
1
SPEAKER_02
So the question is, are you willing to invest in the research, or are you just going to stick in your bullshit message that doesn t really make sense?
1
SPEAKER_02
I wanted to throw one more thing at you when you re talking about doing over this.
1
SPEAKER_02
You re at five prospect meetings a day.
1
SPEAKER_02
and you re talking the same thing, the salesperson has to remember, even though it s your 1,000th time to say it, it s my first time to hear it.
1
SPEAKER_02
And you have to say it as though it s your first time every time.
1
SPEAKER_02
And you ve heard speakers give speeches, and you can tell that they re just rambling on from something that they ve said before, and it has no inspiration to them whatsoever.
1
SPEAKER_02
Yes, absolutely.
1
SPEAKER_00
Okay.
1
SPEAKER_00
I love this.
1
SPEAKER_00
Why me?
1
SPEAKER_00
Why this?
1
SPEAKER_00
Why now?
1
SPEAKER_00
That s really good.
1
SPEAKER_00
And you mentioned briefly the question.
1
SPEAKER_00
So can we dig into that?
1
SPEAKER_00
Like what are some of the specific questions that a seller can be asking their, I like to call it probable buyer, their potential buyer, probable buyer.
1
SPEAKER_00
What are some of those questions?
1
SPEAKER_00
How do you guide them on that?
1
SPEAKER_01
Oh my goodness.
1
SPEAKER_01
So, so, so much good stuff in there.
1
SPEAKER_01
You know, I think we asked some surface level questions that may kind of get things going or set the context, but the key to really building a true connection.
1
SPEAKER_01
with a prospect is staying in the conversation longer, asking better questions, asking bigger questions, asking deeper questions.
1
SPEAKER_01
So I will give you some examples.
1
SPEAKER_01
If you start out, tell me a little bit about your situation and the history of kind of what brought you to where you are today.
1
SPEAKER_01
And then I d love to spend the rest of our conversation talking about where you d like to go next.
1
SPEAKER_01
The second question I like to ask is, you know, so they set the context because that kind of opens them up and prospects love to hear themselves talk.
1
SPEAKER_01
And another thing that one of my other early sales mentors said to me, a prospect who is listening is not a prospect.
1
SPEAKER_01
Prospect who s talking is a prospect.
1
SPEAKER_01
So the sooner in this conversation you get them talking, the better.
1
SPEAKER_01
So second question is, do you mind if I treat you like a fee paid client?
1
SPEAKER_01
And a lot of people go, oh, sure, that d be great.
1
SPEAKER_01
More people will go, what does that mean?
1
SPEAKER_01
I say, well, I m glad you asked.
1
SPEAKER_01
Here s what it means.
1
SPEAKER_01
It means that I am going to ask for your permission to interrupt.
1
SPEAKER_01
I m going to ask for your permission to redirect our conversation so that you get maximum value from our time together.
1
SPEAKER_01
And I m going to tell you what you need to hear, not necessarily what you want to hear.
1
SPEAKER_01
Are you OK with that?
1
SPEAKER_01
They go, oh, my God, that would be great.
1
SPEAKER_01
So I m already creating the prospect like a client.
1
SPEAKER_02
diehard.
1
SPEAKER_02
I don t want you to ever say I m glad you asked that because to me, it starts to sound salesy.
1
SPEAKER_02
So I just want you to go into here s what that means.
1
SPEAKER_01
Okay, great.
1
SPEAKER_02
And I think David, you re on it.
1
SPEAKER_02
You re right on the money with that.
1
SPEAKER_02
Yeah.
1
SPEAKER_02
But you have to couch it in a way where you re actually the king of doing this.
1
SPEAKER_01
Yeah.
1
SPEAKER_02
You know exactly what to say.
1
SPEAKER_02
And I don t want car sales guy to creep in there ever.
1
SPEAKER_01
Right.
1
SPEAKER_02
Car sales people are they smell like a cigarette and coffee.
1
SPEAKER_01
Yes.
1
SPEAKER_02
And they haven t figured that out in 100 years.
1
SPEAKER_02
Yes.
1
SPEAKER_02
And what happened is the internet came along and a guy walks into a car dealership with a piece of paper of exactly what they want and exactly what they want to pay.
1
SPEAKER_02
And they go to the car sales guy and say, could you please take this to your daddy and see if he s willing to take this deal?
1
SPEAKER_02
And if he isn t, I m out of here.
1
SPEAKER_02
Yeah, no sales needed whatsoever.
1
SPEAKER_02
And you can say whatever you want about Musk, you can buy $100,000 Tesla with a buy now button.
1
SPEAKER_02
Yeah, I don t need a car sales guy.
1
SPEAKER_02
I know exactly what I want.
1
SPEAKER_02
There s no arguing about the price either you want it or you don t want it.
1
SPEAKER_02
And if you don t want it fine.
1
SPEAKER_02
And if you do want to find and the guy has sold billions of dollars worth of automobiles using that strategy.
1
SPEAKER_02
Yes, Bill.
1
SPEAKER_02
So everyone who comes into the car dealership is ready.
1
SPEAKER_02
They re ready to buy.
1
SPEAKER_02
They re there on a mission to buy.
1
SPEAKER_02
And you re either going to not take yes for an answer or piss the guy off to a point where they re going to go someplace else.
1
SPEAKER_01
Yes.
1
SPEAKER_01
Totally.
1
SPEAKER_01
Well, even if someone spends time with you, right, initial meeting, initial strategy session, whatever you call it, they re not willing to talk to you because they re bored.
1
SPEAKER_01
It s not because there s nothing good on Netflix right now, right?
1
SPEAKER_01
They have a need, they have a want, they have a problem, they have something that they want to fix or solve.
1
SPEAKER_01
And if you don t ask the right questions and if you don t ask deep enough questions, you will totally screw it up.
1
SPEAKER_01
So let s talk about what some of these specific questions might be once you ve set up a frame.
1
SPEAKER_00
Yeah, yeah.
1
SPEAKER_01
Ask them what they re going through.
1
SPEAKER_01
Ask them what their team wants.
1
SPEAKER_01
Ask them what their CEO wants.
1
SPEAKER_01
Ask them what some of their top strategic initiatives are.
1
SPEAKER_01
Ask them specifically what are their urgencies and priorities right now based on this problem.
1
SPEAKER_01
Ask them what they re proud of.
1
SPEAKER_01
Ask them what they re worried about.
2
SPEAKER_03
What if this goes wrong?
2
SPEAKER_03
What if this goes right?
2
SPEAKER_03
Where do they want to be in 90 days with this situation?
2
SPEAKER_03
Where do they want to be in six months with this situation?
2
SPEAKER_03
Where would they like this to be next year?
2
SPEAKER_03
And then ask how that impacts their numbers.
2
SPEAKER_03
Ask them what those numbers mean specifically to them.
2
SPEAKER_03
Like, does your next raise depend on this?
2
SPEAKER_03
Are you going to get promoted?
2
SPEAKER_03
Will they shut down the Western Division if we don t fix it?
2
SPEAKER_03
fix this.
2
SPEAKER_03
So what are the radiant consequences of this problem?
2
SPEAKER_03
Radiant consequences are the consequences of the consequences.
2
SPEAKER_03
So what happens?
2
SPEAKER_03
What s the domino effect?
2
SPEAKER_03
That s so good.
2
SPEAKER_03
And who else is this going to impact?
2
SPEAKER_00
That s like, you can t just gloss over that.
2
SPEAKER_00
That is so good.
2
SPEAKER_02
No, this is huge.
2
SPEAKER_02
This is a 45 minute call.
2
SPEAKER_02
I need to go back to the beginning.
2
SPEAKER_02
Diehard, what David is saying is instrumental in the strategic move forward in your process.
2
SPEAKER_02
But let s go back to the very beginning when you sit down with that guy for the first time.
2
SPEAKER_02
I don t want you to talk about the weather.
2
SPEAKER_02
I don t want you to talk about something bullshit that s insincere.
2
SPEAKER_02
If I walk into somebody and I m wearing my Eagles shirt, they have something to talk about.
2
SPEAKER_02
They ll start the conversation rolling with, oh, are you an Eagles fan?
2
SPEAKER_02
I got, no, I just, I got this from some guy running it down the street.
2
SPEAKER_02
Yes, I m an Eagles, but I want to make him smile or her smile.
2
SPEAKER_02
And then I want to get into conversation about what s their team.
2
SPEAKER_02
Who do they support?
2
SPEAKER_02
You know, what s their process.
2
SPEAKER_02
But I, I need to develop personal rapport before I can get to business answers.
2
SPEAKER_02
True or not true?
2
SPEAKER_03
Oh my God, for sure, for sure.
2
SPEAKER_03
Well, and also every, I believe that every business problem is a personal problem in disguise.
2
SPEAKER_03
So they have a very, they have a personal reason to fix this or to achieve that outcome.
2
SPEAKER_03
They have a ego base.
2
SPEAKER_03
It could be personal, professional, financial, any of that.
2
SPEAKER_03
So we have to have a human to human conversation.
2
SPEAKER_03
And our real job in this initial discovery is to find the problem behind the problem.
2
SPEAKER_03
It s never the first problem that they talk about.
2
SPEAKER_03
What s the issue behind the issue?
2
SPEAKER_03
What s the fear behind the fear?
2
SPEAKER_03
What s the goal behind the goal?
2
SPEAKER_03
What s the dream behind the dream?
2
SPEAKER_03
The more specific you can nail them down with what they really want, what they want to move away from, what they want to move towards.
2
SPEAKER_03
And then one of my favorite questions,
2
SPEAKER_03
is, can you put a number on it?
2
SPEAKER_03
Can you put a number on it?
2
SPEAKER_03
Can you put a number on it?
2
SPEAKER_03
Can you put a number on it?
2
SPEAKER_03
Let s say you re talking to somebody, some executive, it says, well, our retention numbers aren t what we would like them to be.
2
SPEAKER_03
A lot of salespeople who want to sound smart, they go, yeah, yeah, yeah, totally.
2
SPEAKER_03
We know how to fix that problem.
2
SPEAKER_03
It s like,
2
SPEAKER_03
You don t know anything about what that guy just said.
2
SPEAKER_03
When someone says, I want to fix our retention problem, I ve got 17 more questions to ask about that.
2
SPEAKER_03
Well, interesting.
2
SPEAKER_03
Where s your retention now?
2
SPEAKER_03
Where would you like it to be?
2
SPEAKER_03
Where has it been historically?
2
SPEAKER_03
Where does your retention stack up with your competitors?
2
SPEAKER_03
What makes you think that your retention is worse than other companies?
2
SPEAKER_03
What have you tried in the past to fix it?
2
SPEAKER_03
Why hasn t that worked?
2
SPEAKER_03
And again, I got a million of them.
2
SPEAKER_03
But you can t let them get by with these squishy statements and these squishy answers.
2
SPEAKER_03
You have to dig.
2
SPEAKER_03
You have to probe.
2
SPEAKER_02
So I m going to give you a specific example.
2
SPEAKER_02
Companies will say that their churn was 2.3 percent last year.
2
SPEAKER_02
And David s brilliance is going to say, can you put a number on that?
2
SPEAKER_02
In other words, what s the dollar value of that 2.3 percent?
2
SPEAKER_02
Because if you can put the dollar value on it, that becomes more hurtful to the person that you re having
2
SPEAKER_02
conversation with.
2
SPEAKER_02
2.3% to AT&T might be $7 billion.
2
SPEAKER_02
You know, billion here, billion there before you know it, it s money.
2
SPEAKER_02
And so you have to question them deeper in order to be able to get them to reveal truth.
2
SPEAKER_02
They re going to gloss over truth because sometimes it s hurtful.
2
SPEAKER_02
And what you have to do is to get down to the real world by saying, can you put a number on that?
2
SPEAKER_02
I love that.
2
SPEAKER_02
I m a proponent of tell me about.
2
SPEAKER_02
When I walk into someone s office,
2
SPEAKER_02
where I m even on a zoom with them and I can see stuff in the background.
2
SPEAKER_02
I m going to say, tell me about that award behind you.
2
SPEAKER_02
Oh yeah, that s my da da da da da da da.
2
SPEAKER_02
That develops that immediate rapport that I m interested in them.
2
SPEAKER_02
The Dale Carnegie thing about you can
2
SPEAKER_02
gain more value by becoming interested in them in two weeks, and you re trying to gain people to be interested about you in two years.
2
SPEAKER_02
And so the reality of that sets in, I m going to ask them about them, not tell them about me until they ask me.
2
SPEAKER_03
Absolutely.
2
SPEAKER_03
Absolutely.
2
SPEAKER_00
So I have an important question for you.
2
SPEAKER_00
On my left, looking at you, you have Do It Speaking.
2
SPEAKER_00
On my right, you have Do It Marketing.
2
SPEAKER_00
It s probably reversed for you.
2
SPEAKER_00
Where s Do It Selling going to go?
2
SPEAKER_03
It s going to have to go over my head.
2
SPEAKER_03
It s going to have to go like right here on the bald spot.
2
SPEAKER_00
It s going to be like the crown.
2
SPEAKER_00
Yeah.
2
SPEAKER_03
It s I m gonna have to rearrange the bookshelf for sure.
2
SPEAKER_00
I see that.
2
SPEAKER_00
I see that.
2
SPEAKER_02
No, I think, Jen, I think that there s a spot underneath to it speaking to the lower my left.
2
SPEAKER_00
Oh, yeah.
2
SPEAKER_02
But diagonally.
2
SPEAKER_02
I don t want it to replace my books on the right.
2
SPEAKER_02
I want to replace those other shitty books on the left.
2
SPEAKER_00
Maybe that s the sales section over there.
2
SPEAKER_03
There you go.
2
SPEAKER_03
Could be.
2
SPEAKER_03
There you go.
2
SPEAKER_02
But I think that I think that the challenge is David is smart enough to put his message subliminally behind him and not block it in any way.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
And my messages behind me are nowhere near the value of David s like I have.
2
SPEAKER_02
Well, my subtle one is the picture of Mariano Rivera.
2
SPEAKER_02
It says to Jeffrey from one closer to another.
2
SPEAKER_02
It s frickin boom on that one.
2
SPEAKER_02
And the one on the other side is one chicken is in the hospital, bandaged up and the other chicken who s the guest is saying exactly why did you cross the road?
2
SPEAKER_02
And I try to put humor behind me or something matter of fact, that allows me to talk about anything they want to talk about.
2
SPEAKER_02
This is my Nick Foles autograph game used football from the last time the Eagles won the Super Bowl.
2
SPEAKER_02
I can t wait to get my jail and hurts one.
2
SPEAKER_02
Can t wait for that one.
2
SPEAKER_00
Okay, so we got to thank you for being here.
2
SPEAKER_00
You have dropped knowledge bomb after knowledge bomb and so many new terms that I m going to dissect and think about and I love them.
2
SPEAKER_00
I think Die Hard, you should listen to this more than once because David
2
SPEAKER_00
You shared so much amazing information that is easy to miss when you just hear it the first time.
2
SPEAKER_00
And when you go back and listen to it a second time, you ll really be able to process it and then put it into action.
2
SPEAKER_00
So where should people find you?
2
SPEAKER_00
How should they get a copy of your book?
2
SPEAKER_00
What s next?
2
SPEAKER_03
Thank you for asking.
2
SPEAKER_03
Best place to go, DoItSelling.com, and that s going to give you the links to buy the book, get your favorite online bookseller, Kindle, Audible, whatever you want to do, and get all the book bonuses, the companion downloads, tools, trainings.
2
SPEAKER_03
So, DoItSelling.com, that s the place to go.
2
SPEAKER_03
And there s all kinds of other stuff on the website, blog, podcast, yada, yada, yada.
2
SPEAKER_03
But everything do it selling related is do it selling dot com.
2
SPEAKER_02
That s cool to do.
2
SPEAKER_02
You could get that URL at this time.
2
SPEAKER_02
How long have you had that do it selling?
2
SPEAKER_02
Maybe about a year.
2
SPEAKER_03
I mean, it s funny when I started writing the book, I didn t have the domain and I was like, I hope it s available.
2
SPEAKER_03
So do it marketing.
2
SPEAKER_03
I have, you know, for 15 plus years, this is federally registered trademark, all that jazz.
2
SPEAKER_03
But I was like, I can t believe I never got do it selling.
2
SPEAKER_03
So I was able to get doitspeaking.com for the Do It Speaking book, and luckily, Do It Selling was available.
2
SPEAKER_00
That s amazing.
2
SPEAKER_02
That s great.
2
SPEAKER_02
And so, you know what?
2
SPEAKER_02
That s like a God wink when something like that happens.
2
SPEAKER_00
Yeah.
2
SPEAKER_02
It tells you that there s some reason for that happening, and I m really, I m happy you got it.
2
SPEAKER_02
You deserve it.
2
SPEAKER_02
Thank you.
2
SPEAKER_02
That s awesome.
2
SPEAKER_02
Thank you.
2
SPEAKER_02
Yeah.
2
SPEAKER_00
All right, cool.
2
SPEAKER_00
We ll put that link in the show notes.
2
SPEAKER_00
Diehard, make sure you go there.
2
SPEAKER_00
David, thank you for joining us today.
2
SPEAKER_00
Amazing.
2
SPEAKER_03
Thank you both.
2
SPEAKER_03
This was tremendous fun.
2
SPEAKER_03
We got to do it again.
2
SPEAKER_02
Until next time, I m Jen Gittimer.
2
SPEAKER_02
I m Jeffrey Gittimer.
2
SPEAKER_02
I m David Newman.
2
SPEAKER_02
And there we go.
2
SPEAKER_02
And we ll see you next time.
2
SPEAKER_02
Please check in again soon and go out and make sales even if your ass falls off.
2
SPEAKER_02
Thanks for listening to the show.
2
SPEAKER_02
Don t forget to like, share.
2
SPEAKER_00
Yeah, share with both your friends.
2
SPEAKER_00
And subscribe to the podcast.
2
SPEAKER_01
And remember, we have a free 22 day sales challenge.
2
SPEAKER_01
Just go to gitterman.com slash sales challenge to start you on your way.