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In this episode of the Advanced Selling Podcast, I have the ultimate family cheapskate story that almost cost my stepdad his eyesight, Bill clears up a Rolling Stones lyrical debate, and we come clean on our true feelings about personal branding and tell you exactly what to do now.
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Welcome back to the Advanced Selling Podcast.
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I am one of your hosts, Bill Kasky.
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I m Brian Neal.
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And this is the longest running sales training podcast, podcast history.
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There s a lot of sales podcasts out there.
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We have no ill will, even though we own this fricking market for 10 years.
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And now we re real happy.
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There s a lot of good podcasts.
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It is great.
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And that really is good, because we want the water to lift all the boats.
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I love that.
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And so the more, the better.
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Any more cliche sayings?
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I love that one.
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A rising tide lifts all boats.
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Yeah, that s what I meant.
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I said rising water lifts your boat.
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And a tsunami destroys them all.
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Yeah.
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I m glad everyone s on the podcast train.
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It s kind of flattering.
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I am too.
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And people say, when you say you ve been doing a podcast for 14 years, they re like, 14 years?
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I didn t know the podcasts were invented that long ago.
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He s like, yeah, they were.
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And here s an interesting fact, trivia.
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Oh.
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I don t know, 5 million or 7 million podcasts.
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So I thought everybody in the country had one, but apparently not.
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There s 5 million.
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Do you know how many are active, meaning they produce content every week?
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No.
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Out of 5 million, how many?
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How many do you think?
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500,000?
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Yeah.
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5,000 to 600,000.
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That s crazy.
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So even though it sounds like it s an exhaustively competitive market, it really isn t.
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Yes.
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That s crazy.
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We re going to get into our topic.
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Our topic is personal branding, by the way.
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This is a really good topic.
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Before we do, a couple of shout outs.
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I told you not to tell them.
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Oh, damn it.
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I m sorry.
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We were going to make this kind of organic, but I did tell him what the topic was.
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But you still haven t heard it.
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That s all I ll say.
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That s all I ll say.
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Trying to get him to get past my story.
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So here s my story.
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My parents came in.
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They got their shots.
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So we did Christmas on April 16.
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because my mom was real important to her.
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Kids all open the Christmas gifts and all that jazz.
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And before they came to my house, they went to my hometown to go to the eye doctor because my stepdad was having some problems with his eyes.
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And he was having double vision and things like this.
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Do you know anyone in your family that s really frugal?
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Like really cheap.
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Okay, my stepdad is really frugal and cheap.
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If Tide detergent is on sale, he ll buy four cases and they ll have enough Tide to last him until the next millennium.
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Which is practical and frugal.
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Yes.
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At least he won t drive 400 miles to save a dollar.
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No.
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At least that s good.
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Well, he will do that actually too.
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Come to think of it.
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But he was having these eye problems, seeing double vision, and he went to the optometrist and ophthalmologist, wherever they go to, and came out and said, well, figured out what the problem was.
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Like, what s the problem?
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His name is Ralph, that s my stepdad, who I love dearly.
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He, to save money, had been wearing his contacts that are supposed to be dailies for between 14 and 35 days each because he didn t want to pay for the dailies.
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Didn t want to pay for the dailies.
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Whoopsie daisy.
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Now that is a really big sign of a little over frugal.
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Sometimes you got to step back and say, okay, gang, you know, and of course your, you know, contact lens costs like what 14 cents or 20, whatever it is.
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So, you know, if you re trying to save money, don t do it by over wearing daily contacts.
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You re going to wind up at the eye doctor s paying a thousand dollars to have cataract surgery or whatever.
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Well, that s the thing that when you look at,
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When you look at being cheap, and I know I am on some things, other things I m not.
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But when I m cheap on something, it always comes back to haunt me a year or two later.
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I m not cheap.
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I overspend.
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I don t negotiate.
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I ll just pay whatever it is it is.
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I ll deal with that, whatever.
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Hey a listener shout out.
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We didn t get permission.
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So I m just gonna say Christopher s Okay, Christopher s because we didn t ask I don t think he d mind but put a really nice post up He is a member of our insider group.
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If you re not a member of our insider group.
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What are you waiting for?
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You need to be a part of this put a really cool post up a story about there s a small group of insiders ASB insiders who have their own little group and
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And they call themselves the Globetrotters because they re from all over the world together.
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And that s what this insider group is all about.
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If you don t follow, well, I can t say his name.
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I don t want to say his name because we didn t ask.
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But Christopher asks, or look up me.
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I post it on my LinkedIn.
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Yeah, if people go into the group, they ll see because he s pretty active.
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He is active in the LinkedIn group.
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Yeah, so go see that.
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But if there s any reason to join a program like the ASP Insider, it s to create some new connections and camaraderie.
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And like we did the thing on loneliness, we got a lot of action on that deal.
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It brings people together.
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And there s just no better way, I think, these days to better yourself than being part of a group like that.
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So thanks, Chris, for the nice shout out.
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It was really great.
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It showed a great story.
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And now everybody knows my nickname was Curly Neil.
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Did you know that?
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I ve got two comments on this.
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Let me react to that.
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The first thing is, you can develop really good relationships quickly with Zoom and with virtual.
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So like I can meet Chris online and five minutes later, we re fast friends because there s a connection there.
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Plus there s an affinity in this group.
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Second thing is, we have a real Harlem Globetrotter that follows the show.
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Shush, are you serious?
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Who?
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Derek Grant.
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No kidding?
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Derek Grant lives in Carmel.
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He graduated from college.
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He was trying to make it in the pros.
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And he ended up playing for the Harlem Globetrotters for three or four years.
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That is fantastic.
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Great ball player.
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Derrick Grant is in our group.
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He just commented on one of our posts the other day.
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And so not only do we have a Globetrotter group, we have a real Harlem Globetrotter.
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Now, I just feel special, like more than I ever did just then, that we have a Harlem Globetrotter.
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Because if you grew up, especially grew up in the 70s and 80s, I mean, that was just, seeing the Harlem Globetrotters was like seeing just magic.
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It s just beautiful.
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Derek wrote a book.
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He speaks, and he does a lot of mentoring for kids and for men, and he s just a really gem of a guy.
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But yeah, he follows us and listens.
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Shout out to the Harlem Globetrotters.
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That s great.
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And one more thing.
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You want to talk about the clubhouse deal?
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Oh yeah, we are giving some thought to doing something a little bit more event-based on Clubhouse.
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And if you re not on Clubhouse, I suggest you get on.
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If nothing else, it really helps you understand the kinds of conversations that are happening on certain topics that might be interesting to you.
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So in the LinkedIn group, if you re a member of the LinkedIn group, give us a yay or nay if you d like to have us do something on Clubhouse.
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It s more of a one hour, I wouldn t call it a webinar, I d call it a moderated discussion on a certain topic.
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So just go to our LinkedIn group, go to the group page and say yes or no.
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And maybe even what topic you might think would be useful for us to do.
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Yeah, that d be fun.
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I d love to do that.
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Okay, now the big topic reveal.
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Here we go.
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Here s the topic.
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Ready.
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I have been observing Clubhouse for a few weeks and been on and been active in a couple communities.
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One of the things I noticed is there s several topics that are big on Clubhouse.
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For those of you that don t know Clubhouse, it s a place where you can go into rooms that have very specific topics, like the topic might how to be a better entrepreneur.
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A topic might be how to develop a podcast.
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And what I found was, in some research, is that there s three topics that are really big.
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Podcasting is one.
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Now, part of that s because I follow podcasting, so I m always notified when there s a podcasting room.
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But when I look at the room size, they re huge.
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Two is social media marketing, and three is personal branding.
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I don t know.
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They vary in terms of size.
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I can t tell you that personal branding is first or third.
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But it always has large attendance in the rooms where people are talking about it.
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And I thought about the webinar that we did with Brian Gray two years ago, and we had great attendance.
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Then we went and created a product.
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It s called the Personal Branding Makeover, which is for insiders, it s in your resource kit.
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So if you have not watched that yet, or if you want to watch it, we used to sell it for $200.
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Now, if you just join Insiders, you get it for free.
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But we talk about the importance of personal branding.
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And so here s my question to you.
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That s all the lead up there.
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It was like a half hour lead up.
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is do you think it s more important, post-COVID and post-pandemic, more important, less important, or the same importance to have a professional salesperson build their personal brand?
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Do I have to say one of those three?
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Because I have another word.
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No, you can just articulate it.
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I think it is a non-negotiable.
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I m so strong on it right now.
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And you know what?
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When we did the program, you were a little stronger than I was when we did the program.
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I was not all the way there.
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I have changed my tune.
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I think it s non-negotiable.
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I don t think there s another way to be.
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I don t think you can ignore it anymore.
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I agree.
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You re going to get left behind.
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You just are.
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And that doesn t mean I think we need to step back, too.
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So that s my answer.
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It s non-negotiable.
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I think it s more important than ever.
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And even pandemic or not, I think it s just the way the world is now.
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It was growing in its importance.
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But I think the pandemic, and I think a lot of things happened.
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But I totally agree.
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I don t think it s a matter of if, but when.
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But I think you just have to get into it.
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So I d like to maybe
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share two or three things that we have found work for us or have found work for our clients.
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We always say we don t have to always be proof of what it works, but we have clients that it works for.
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And so we think we would like to share a couple ideas there.
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No doubt.
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It s ironic, too, because I just did one of our programs.
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We have like two meetings a month with this group.
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And we did a, are you ready for it?
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Ready for a cliche word?
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Ready?
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We did a smarketing talk.
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Oh, yeah.
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That s your favorite word.
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That s where sales, for those of you who don t know, that s where sales and marketing come together.
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We call that, I m doing Dr. Evil air quotes, smarketing.
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It s what that s called.
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I love the concept.
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I hate the word.
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So there you go.
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That s actually a trademark.
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Someone s got a trademark on them.
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Uh-oh.
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Are we going to get a letter?
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Cease and desist?
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Yeah.
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So I ve got a poem.
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Personal branding poem?
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I ve got a poem that I wrote for personal branding.
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You did not.
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Is it a haiku?
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It s kind of out of the Johnny Cochran.
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Johnny Cochran, Book of Poetry.
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You have to tell people who Johnny Cochran is.
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He was an attorney that unfortunately passed away.
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But he was great with, if the glove don t fit, you must acquit.
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You must acquit.
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Well, here s one for branding.
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I m ready.
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Build your brand, create demand, be in command.
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Drops the mic.
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Look at that.
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Boom, baby.
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Bill Kasky, Eminem, look out.
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Bill Kasky is dropping it hot.
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Say it again.
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Can you say it again?
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Yeah.
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Build your brand, like we re going to talk about today.
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And when you do that, it creates demand for you.
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And when demand is created for you, you are in command of the sales process and of all the sequences.
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I love it.
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We ve got to put that in ramps on.
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I ll work on that.
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I ll let you do that.
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I ll work on that in the music production section of the studio.
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We ve got studio, and you ve got your son, you ve got your DJ, mixing device.
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That s great.
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I love that.
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I absolutely love that.
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Because that s what it does.
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It creates demand.
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And it creates demand without you knowing that it s created.
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You don t even have to try.
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Now, you can try.
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You can try to create.
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You can do a campaign.
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But you ll get demand.
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It s just fishing.
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It s lying in the water.
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So let s talk about maybe you offer up two things.
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I ll offer up two things that we would recommend to our audience.
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And again, we understand our audience is not public speakers and coaches, although we do have some.
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You are a frontline
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client acquisition people, VPs of sales, so we understand that we re not talking to people who are going to be Instagram influencers necessarily, but the word influencer, I think, comes into this conversation in that if you re building your brand, you are being influential in some way.
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And if you don t follow on Instagram, influencersinthewild, you re crazy.
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Have you ever followed that account, influencersinthewild?
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You need to follow influencersinthewild.
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It s basically taking people that take videos of influencers dancing in the street and stuff and then posting it up.
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It s really funny, actually.
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Sidebar, sorry.
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Here s the one thing I would do.
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This is kind of a multiple thing.
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I believe, you know the book Atomic Habits?
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You heard of this book?
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James Clear.
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Great book, James Clear.
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So I m listening to it right now.
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Love it.
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Again, you read a great book and you re like, okay, this has been in right in front of me for 25 years, but it just couches it up in a great way.
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I believe the most important element of personal branding is consistent behavior, bar none.
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The most important part of personal branding is consistent behavior.
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We have demonstrated that with this podcast.
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We have released one episode every Monday for 14 years.
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And people say, how d you get your podcast so big?
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Oh my gosh, you get to all this jazz.
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And I m like, we just, I always, my joke is we just outlasted everybody.
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We just kept doing it.
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And you will lose as much momentum as you will gain by stopping or sparsing it out.
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So if you go pedal down and post, post, post, post, and then stop, you go back to zero or below zero.
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So you have to find a mechanism.
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And Atomic Habits is the book that I love that tells you about this, how to create habits that are positive for yourself and then do them consistently.
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So that s my first piece of advice.
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You work a plan consistently.
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And I m talking about every day, every day, every day.
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That s awesome.
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That s so good.
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And yeah, until it becomes a habit.
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Like this is a habit for us.
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It s a habit, right.
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And we enjoy doing it.
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So it s not a forced habit.
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We don t have to create discipline around it.
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We just have it on our calendars.
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Well, here s one thing that I was working with a client the other day.
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And she owns a construction company.
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And she has been somewhat reluctant to get into personal brand building, even though she s really sharp, and she s articulate, and she s just really good at it.
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She has a great vibe on camera.
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And she went to a university, and this university just got named in the top 10 in the United States.
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You know who it is, but no reason to.
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Well, it s Purdue.
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Purdue University, top engineering firms.
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Oh, engineering, of course.
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That s fine.
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Easy, though.
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I know you were having a little heartburn there about IU Purdue.
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Hoosiers.
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Hoosiers.
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Not you.
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And so she reposted this article that talked about Purdue s STEM engineering deal.
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And since she went there, she was very proud of it.
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And so we looked at the post, and I said, OK, how could we have leveraged this a little bit more?
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So a lot of times, I think, when you re building your brand, you can post stuff.
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But where is the back end of that?
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And so she s a member of the Purdue Engineering Society or club, all alums who are in engineering degrees, 10,000 people in that club.
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And she never thought, and it s no fault of her, she just wasn t thinking about brand building that way, she could have connected that thing
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She could have actually shot a video saying, hey, I m so proud today.
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I just received a copy of USA Today.
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Here it is, Purdue, and connected.
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And who knows how many thousands of people in that group would have seen that.
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And engineers are who she calls on.
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So this is just an example of rather than just, OK, it s 9 o clock.
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I got to post a video.
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Take a little time and say, who else needs to see it?
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Who else can I tag, connect with?
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And don t just blindly tag a whole bunch of people.
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But think about it intelligently.
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How can I leverage this action to get more mojo out of it?
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That s wonderful.
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Yeah.
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And it s the thoughtfulness that I love there.
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That s a strategic move to go to the producer.
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It is.
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And then, like you said, then it s just out there for all those people to react to, comment on, get to know her at their own pace all the time.
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It s really great.
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Here s something I would recommend that you do as a listener to the Advanced Selling Podcast.
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If this is not a habit for you, I m going to recommend that you find a personal branding buddy.
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And you two together, and you can do a small group.
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You might find four people.
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It can be a teammate of yours, someone on your team.
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It could be one of your friends.
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But you re both in professional sales.
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Hopefully, you both listen to the podcast.
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If not, get those other people too.
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I m sure they do.
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And then I want you to carve out.
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And you only need a half an hour every two weeks to do this.
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So you pick noon to 12.30 every other Friday.
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You get together, just like Bill and I get together to record a podcast.
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And for a half an hour, you both do nothing but
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personal branding behavior.
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That means you shoot video, you post, you write content, you do thoughtful comment.
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And that just starts to create consistency.
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The other thing it does, though, more than anything, is it creates accountability.
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Because if Bill and I record the podcast separately, I guarantee we fall on our face.
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If all of a sudden, this is how we got into this.
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We had a radio show.
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And the reason the radio show fizzled, one of the reasons was because I couldn t be there.
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It s like, well, it was no fun without doing it together.
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I remember that.
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I ve told that story many times.
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Yeah, it sucks.
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And so, well, it didn t suck because we did this thing.
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But that s a thing.
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So find a person, and the odds go up.
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Just like a workout buddy at 6 AM, if you ve got to meet him, odds go up, you show up.
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Find a personal branding buddy.
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Accountability is awesome.
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Yes, yes, yes.
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And find somebody who s also in the same kind of boat you are, who are, I kind of need to do it, but I m not sure.
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Don t find somebody who s crushing it, because then you re going to feel shame that you re not where they are.
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Just find somebody else who wants to do it.
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That s good.
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Here s one that I would recommend you do, and that is, you need to have fun with it.
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If we have fun doing this, I think it shows.
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I know people have talked to both of us privately and said, look, you guys just seemed like you really like each other.
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Yeah, we do.
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That s good.
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But you need to have fun in this exercise.
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So if you are out with some friends and you go and see somebody across the room that it was an old friend from college, go take a picture and connect with the college.
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Just have some fun with it.
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And I don t do enough of the personal stuff.
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I know one thing I ve got to get better at is just putting personal stuff up there.
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I tend to be business all the time, and I think that s kind of boring.
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But I do have fun.
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I think you just need to have fun, whether it s an article, whether it s an audio clip, whether it s a video that you re producing.
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Smile.
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Have some fun.
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One of my clients put in some outtakes of the videos.
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They had personal brand videos they did, and they put in the outtakes.
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And those outtakes are hilarious.
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They re hilarious.
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Hilarious.
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And you could probably put that in in lieu of the personal brand video and get more action on it.
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Yes.
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But have some fun with it.
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Be willing to expose yourself.
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Be vulnerable.
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Restate that be willing to be vulnerable.
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How about that?
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I love it If you want to follow someone on social media in business who I think exudes what Bill is talking out Follow the married couple that is Sarah Blakely and Jesse Ingram
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Itzler, Sarah Blakely and Jesse Itzler.
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Sarah founded Spanx.
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She s one of the youngest self-made female billionaires, almost a billionaire, I think, on the planet.
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And Jesse also started, founded NetJets, I think, or Marquee Jets, one of the two.
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And they are so funny and so real and have so much fun with their social media.
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And they re business people, and they understand the power of that personal branding.
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It s fantastic.
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Last thing, can I get one more?
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Yeah, go ahead.
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Last one.
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And this is, I want to be a pressure release valve for our listeners right now.
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This is a pressure release valve for you.
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Because a lot of you are listening to this going.
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Is it relief or is it release?
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Is it a pressure relief or a pressure release?
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I m just correcting you here.
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Pressure release valve?
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It s not a relief?
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Relief?
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What is it?
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We re looking at everybody in the room and nobody s daring.
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The millennials have no idea.
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What is it?
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Relief.
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Relief pressure relief valve.
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It s relieving pressure leave.
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It could be either could be releasing pressure What s like I can t get no satisfaction I can t get no I
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Remember the Stones?
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Yeah, of course.
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I can t get no satisfaction.
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The original version was girly action.
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SPEAKER_00
Oh, I didn t know that.
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Yeah, the original version.
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And radios came along and said, oh, no, you can t say that.
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And what they said is, no, that s not what we said.
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We said girl reaction.
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Oh, I see how it works.
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So that s one of those that you all thought it was girly action.
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It was not.
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It was girl reaction.
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That s really clever by Mick and the boys, right?
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I m sure it was false, but so pressure relief valve go here Keep going if you re going man, I don t like Instagram.
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SPEAKER_01
No, thanks.
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I don t like the sound of my voice podcasting.
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SPEAKER_01
No, thanks I look dumb on video.
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No, thanks if you look at all the channels to choose from you will find one that fits you and
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to get going, pick one channel, and just focus on that.
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I ve chosen two, podcasting and LinkedIn.
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I ve got an Instagram account, Snapchat account.
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Yes, nothing there.
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Working on those, like you said, Bill, development area for me to find the next one.
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But I m also not trying to do all of them at once.
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Now, some people do that.
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That s fine if you do that.
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But from a sales professional, personal branding standpoint, just focus on one at first, and then add another, and then add another.
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Don t try to do them all at once.
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Totally agree.
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So if you are interested in getting a copy of that personal branding program It was a six or seven module with videos and and handouts and some examples of graphics and photo shoots I mean it was a lot in there go to advanced selling podcast.com slash insider join the insider program and that Program will be a part of that program.
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How many times can I say program in one sentence three four?
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Okay, four I got one more
2
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So also, if you re not already a member of our LinkedIn group, go to advancinglikepodcast.com slash LinkedIn.
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And also, as we said earlier, if you re interested in seeing us on Clubhouse and doing a special event on Clubhouse, let us know in the LinkedIn group stream, post something up there, and we will take your advice.
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Love it.
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See you next time.
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Bye.
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Bye.