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In this episode of the Advanced Selling Podcast, we catch hell from Bill s son-in-law s sales enablement director about a previous podcast episode, we get hung up on an adverb issue, and we share lessons from the training room on coaching your personal story.
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Welcome, everybody, to the Advanced Selling Podcast, the longest running sales training podcast in the history of the universe.
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Sales Training Podcast, my name is Brian Neal.
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I m Bill Kasky.
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And we re here every week for your sales coaching and your sales, what do they call it, edutaining?
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Education.
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Edutainment.
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Edutainment, yeah.
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That s what we do.
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If you re new here, we re glad you found us.
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Tell all your friends about us.
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Also, if you re new, check out our website, advancedsellingpodcast.com.
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There are a lot of great little goodies that you can buy there to keep us with you through the week.
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Also, we have a LinkedIn group with over 9,000 people there, and there s some wonderful conversations.
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And those of you who are veterans know this, but we are out and about on the road.
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If you d like us to come visit you, I was just up in Chicago last week, Bill, and it s so great to go out and talk to people who listen to the podcast.
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Send us an email at listener at advancedsellingpodcast.com, and just put in the subject line, come see us, and we ll talk about the details to have me, Bill, or both of us come out.
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and visit your group live.
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We ve even been known to record a podcast or two live in front of the audience as part of the training gig, which is really fun live studio audience.
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Actually, we got one planned, I think, this spring.
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We do.
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That s really, really great.
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So let me see.
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You said you had something of a past episode reference here.
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You know, last, I think it was two weeks ago, we released an episode on sales enablement.
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We did.
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And Brian and I have a running discussion.
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I wouldn t say it s a joke because it s a running discussion about all the buzzwords of selling today, BDR, SDR, sales enablement.
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And we did a little podcast.
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I think we didn t do too much on it, and we didn t really frown on it.
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We just talked about how everybody has a different description of it.
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And about three days after that podcast came out, my son-in-law, who works for a large company, passed the podcast episode on to their person, who is the chief of sales enablement.
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And he was not too amused with our
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Some of the things we ve said about it.
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But then, about a week later, I got two emails within five minutes.
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One was from Selling Power magazine that said exactly what we said, which is everybody has a different definition.
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And they went through and talked about, if you re going to get it right, you need to define it properly, which I thought was good.
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Then about two minutes after that, I got an email from, I think it s called Savvy Marketing.
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And I don t know how I got on their list, but it was an article about sales enablement that had nothing to do with sales enablement the way we talked about it, the way Selling Power, their sales enablement was nothing but writing blogs and digital content.
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Which I agree that might be part of it, but it just hit home to me the fact that there s a lot of confusion around it.
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If you did not listen to that episode, and you think that you re in sales enablement, or maybe you want to pass it on to somebody in your company who is part of that sales enablement team or process, make sure you do.
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Because there were four or five things we covered that we think were fairly useful.
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And I don t think we ve done this yet.
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I m looking at Travis, our crack producer back there.
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But I think it d be good to post a little link, or I m sorry, a little sort of discussion in the LinkedIn group.
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about sales enablement, because we put our two cents.
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And it would be fun to hear other people s opinions about what it is.
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Because I do think this is something that conceptually makes a lot of sense.
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It does.
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And no doubt, people are all over the board.
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This is a great, great time to be a salesperson.
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We mentioned that in the last podcast.
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And if you are someone who says, hmm, I wonder what my value is like in the world.
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I wonder what my other options are.
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I want you to check out CenturyLink.
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CenturyLink and Level3 have actually joined forces.
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And as they claim, they are digitally transforming the world, which sounds like a really, really cool thing.
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The New Century Link is hiring sales experts nationwide right now.
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If you re a top sales performer and you want more out of 2018 than you got in 2017, you re sitting there going, man, maybe there s more something different.
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Maybe you ve stagnated in your current territory.
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You want a more high level, high paced
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a technology gig, CenturyLink is the key to ascending your career to record levels.
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Take the first step and visit centurylink.com slash advanced selling and join the talent community there.
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A member of their team will be in touch with you to discuss what the future looks like.
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Go to centurylink.com slash advanced selling and go check it out now.
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You won t be disappointed.
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OK, let s move into our topic, shall we?
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I ll save my news story for later.
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I ve got a funny one, too, but we ll have to pass on that.
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We re at a four-minute limit.
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Yep, yep.
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Everybody gets upset if we go past the four-minute rant mark.
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OK, topic today.
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Yeah, as you know, because we ve talked about it here, Brian and I co-train certain accounts.
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We have several accounts together.
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And so what s interesting is when we re both out together doing this work, we see things that are interesting to us, and we want to pass them on to you.
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That s part of the service that we provide our listeners.
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And we went through a process with one of our clients on personal story building and the whole idea.
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And they re in a commercial business-to-business sales process, pretty high ticket.
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Yes.
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I d say somewhat of a complex sale.
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Very.
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It s not a two-year process, but it could be a 90- to 120-day process or more.
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A lot of data, a lot of research involved.
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A lot of data.
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They have to talk to other people.
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There s not one buyer.
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There s a contingent of buyers.
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And we thought it was important, since all these folks on the sales team are really, really smart, have great experience, we thought it would be good for them to have some kind of a story to tell, so that when they re in front of a brand new prospect, they didn t just go in and start talking about features and benefits, which we obviously would frown on that.
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But they told their personal story, maybe a minute or two, so that way it set the stage.
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And then they could ask the buyer what their story was, and they could be off and running.
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And so we want to share with you some lessons that we got from this and some things that we observed.
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Because we ve talked about personal story on the podcast.
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If you enrolled in our personal brand makeover course, we spent a lot of time there.
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You did on that module.
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And it was an excellent module.
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And we think personal story, well, no problem.
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No problem.
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It was one of the best.
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I think it was your best.
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It was your best effort.
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It was the best.
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You were on fire.
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But we want to share with you some of the lessons, because it s very important stuff.
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Yeah.
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And I think, as you listen, you know Bill and I have done personal story work.
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You know that we re fans and friends with Bo Eason, who does a lot of this work.
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And doing this project with this particular client recently reminded us of some things that you, as our listeners, need to hear and think about executing and putting into your practice.
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So I ve got four things written down here.
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I ve got a few, and this is about building the story more than it is delivering it, although there might be a little bit of that.
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I ve got one little delivery thing, but we ll see.
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Why don t you go, we ll alternate here.
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Well, and I kind of did like a couple of observations as we re going through it for people to realize.
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So the first one that I wrote down was maybe stating the obvious, and maybe sometimes that s the best thing we can do, is it s really hard.
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It s really, really hard to come up with your story.
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So if you take a crack at your personal story and it s easy, it s probably not right.
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We have noticed with this client,
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both individually as a group, and God bless them, they spent a lot of time and effort working on their story.
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Really, really took what the coaching that we gave them and did a great job dialoguing with us as coaches back and forth.
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And I could also, I could feel, it s tough.
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You know, this is not something you just like lightly kind of run through.
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And so it needs to be, it s kind of like working out or getting ready for a season or something like that.
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If you re going to do that, people say, oh, gosh, you lost 100 pounds.
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How d you do that?
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It s never easy.
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It s never easy.
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It s a hard exercise.
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I love that.
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It s true.
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I don t love the fact that it s hard, but it is hard.
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It is.
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Here s something that I had.
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And I think that if you re going to do this right, you need to have somebody to dig it out of you.
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Because when you and I were in the room and we were helping these folks, there was a whole lot of you or I saying, oh, wait a minute.
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What did you just say there?
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Tell me about that.
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OK, well, that doesn t fit.
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But what did you just say before that?
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Oh, why did that occur?
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How did you feel about that?
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What was there about that that you even wanted to put in there?
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And when you start digging deeper, that s where all the gold is.
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And so if you think you re going to do this on your own, you can get 30% of the way there.
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But find somebody who can help you dig out the real story.
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And when you do, I think you ll find things that you didn t even know were there, that you ve just glossed over, that s where all the gold and the platinum lives.
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It s really good.
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And I noticed, too, that the peers help.
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The peers, the VP of sales, the CEO, who s in the room and we re doing our training, everyone helps everyone in this exercise.
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So get a coach like me or Bill.
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Get your peers around and do this exercise.
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It s a great drill.
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I heard Sean McDermott, who s the head coach of the Buffalo Bills, I saw a thing on ESPN.
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I ve not seen it past just this one little blip of an episode I saw.
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Is having his players do this?
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And he s doing this kind of a team building thing where guys can just stand up in front of the room.
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They get space to tell their personal stories.
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And a lot of the veterans are saying, these guys are standing up and baring their souls to their teammates.
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And it really brought their team together.
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So it s a really good exercise, I think, to bring the sales group together, too.
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Kind of an added on bonus.
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So for a sales leader, this would be an awesome sales meet.
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But don t try to squeeze in.
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it into 30 minutes, because this thing will take on a life of its own.
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No, no.
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I think you ll find much more engagement in this than you will looking at the QBR report for Q1, right?
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It s a 0.9 PICA font Excel spreadsheet.
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And it s not cute.
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No, and it s not good.
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And it s all red with brackets, people, so let s be serious here.
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My second thing, you re never done.
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You re never done with this exercise, so never think, OK, good, we re going to check, move that on.
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The story keeps changing, so you have to keep evolving it over time.
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And now more than ever, as technology and things increase and fly so fast, we have to continue to hone and perfect our story.
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That s so true.
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One of the guys that I m working with in this group, he had sent me two or three versions of his story.
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And it was better.
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Each version got a little better.
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And I said, well, give me an example of somebody who called you up and they asked you to help them with this.
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He goes, oh, it s easy.
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It s a guy from Florida.
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And he had a massive company.
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He was getting ready to sell it.
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And he was real confused about this product.
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And he says, he even flew up from Florida to the Midwest to meet with me because he knew that I knew what I was talking about.
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I m like, were you just going to leave that out of your story?
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After three weeks of working on it?
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That s a headline, man.
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So you re right.
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It s never done.
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And when you think it is, it s not.
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OK, here s mine, along with that, is write it, and then you can edit it.
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You ve got to document this stuff.
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And how many times have you and I shown up at a place, and they say, oh, I ve got my first call script pretty well.
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What, have you ever written out?
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Oh, no, it s in my head.
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And so what that means is it comes out differently every time.
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Correct.
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Or different.
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Is it different?
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Comes out differently.
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This is your category.
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It comes out differently.
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That s how it comes out.
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Yeah, correct, differently.
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Where was I now?
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In adverbs.
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But you ve got to document it.
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And just open a file, get it down.
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You can do it by hand, but put it on the computer.
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And every time you read it out loud then, you re going to change it.
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You re going to tweak it.
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It s not going to come out the same every time unless you document it.
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No, you have to do that.
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And I was going to say, sales leaders, this is a very common point of resistance.
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where your salespeople will resist writing it down.
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I don t write that way, boss.
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That s not how I do it.
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I m not going to read this.
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I m not going to read this.
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So no, I just don t write it down.
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Mine s verbal.
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Then you go, OK, cool, say it.
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Then record it, play it back, have it transcribed.
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I mean, don t not let people.
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Double negative intended.
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Gotta write it down.
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Is there a way you could make a triple out of that?
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And triple negative comes back to the triple stamp.
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Don t not ever not do it.
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Must be, number three, my number three, must be vulnerable and strong at the same time.
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As you re crafting your story, you ve got to find vulnerability and strength together.
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And so when we re teaching this and we talk about personal story, it s about opening up, letting people know who you are, know who your company is.
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It s about owning that you re human, that you re not perfect, and you re really, really good at what you do.
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There s a balance to it.
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That s the thing we just said about writing it down.
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This is why you have to do this, because it requires so much massaging and attention.
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Make yourself vulnerable in the story, though.
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Don t— That s really hard.
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It s really hard to do, to let people out.
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I mean, how vulnerable do you get?
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I know.
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If you were fired from a job, I think that, if it ends up well, I think that s okay to say, you know what, I was at the bottom of the heap, and I got fired, and I didn t know what to do, and suddenly I did this, and it started to work, and I love what I do now.
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If you were in jail for something, if you were in prison in the state lockup, maybe not.
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Depends.
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But it depends.
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Yeah, yeah.
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OK, I ve got one since you took my Be Vulnerable.
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Oh, did I really?
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That was number one for me, but I skipped it.
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This happens all the time.
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Our listeners know this, see?
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I saw you scratching.
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I wasn t sure what that was for.
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She knows about you.
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Yeah, right.
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Always go first.
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It s like, what is it?
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Pick the grammar.
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I m like.
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What s it called?
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Is it what, Pictionary?
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Pictionary.
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Oh yeah, Pictionary.
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Where people draw something, and then if nobody guesses... It s just fantastic.
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They start tapping like... Have you seen the commercial, though, with the sloth?
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Yeah.
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The Geico commercial is one of my favorite commercials ever.
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Awesome.
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It s fantastic.
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Tandem bicycle.
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Okay.
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Oh, gosh.
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OK.
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Here s another one when you re crafting your story.
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You have a tendency to become the hero of your own story.
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That s a good one.
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And you don t want to be the hero of your own story.
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You might be the hero of the story, but you ve got to be careful about becoming the hero, because nobody wants to hear you blab on about that.
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Yeah.
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Which, again, takes a lot.
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That s really, really good.
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And we had, I know when we went through this, it was funny.
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I noticed, so I would, we were coaching them to that.
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And then they would do what we coached them on.
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Then I d hear it back.
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I m like, eh.
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You know what I mean?
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It s funny.
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They would default.
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They would default back to that.
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A little bit.
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Yeah, yeah.
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Back to that kind of making them the hero part.
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So that s a natural thing, I think, as you vet it out.
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So what that means is if you were down and out,
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And you came back and you said, you know, I was down and out.
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And for the last five years, I ve been on top of the world.
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Last year, I was the number one salesperson here at the company.
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And nobody can touch me.
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And I guarantee I m going to double my business in the next year.
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Nobody wants to hear that.
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That has no place in a story.
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But if you say my goal was to help a million customers, and I came just shy of that last year, and we helped 950,000 people do this, that s different.
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Now you re helping, you re showing how you ve helped people.
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Now, again, that could be, you could probably take that a little bit heroish, but make it about somebody else.
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Do you know anyone on social media that humble brags?
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I ve got, I read the worst humble brag thing, and I ll just let you read it.
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And I don t want to put it up on this
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Anyway, we ll send that to him.
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I ll send that to you.
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We ll debate if we want to put it up on the link, because I think our our listeners would get a real kick out of writing it.
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We ll see if we can scrub it.
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Okay, my last one.
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You have to practice.
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Is it really?
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I wasn t looking, I promise.
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Addy left.
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He dropped the pen.
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He s out dropping the headphones.
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Practice.
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You have to practice this.
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And I know salespeople don t like to practice in general.
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Their story is like, eh, I don t want to practice.
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You have to practice this over and over and over because it has to come off that page and be natural.
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It s mandatory.
1
SPEAKER_00
You got to do it.
1
SPEAKER_01
And you need to, along with practice, is accept the coaching.
1
SPEAKER_01
And it doesn t have to be coaching from a world-famous author like Brian.
1
SPEAKER_01
I ve never written anything.
1
SPEAKER_01
It could be coaching from your leader, coaching from a peer, your spouse.
1
SPEAKER_01
I mean, somebody to listen to you, deliver it, and then coach you.
1
SPEAKER_01
And be willing to accept the coaching.
1
SPEAKER_01
Don t defend.
1
SPEAKER_01
I had a client who I m going through this process with.
1
SPEAKER_01
And she called me up a couple of days ago and read it to me.
1
SPEAKER_01
And it was 80% of the way there.
1
SPEAKER_01
But she said, I will start over.
1
SPEAKER_01
I want to get this.
1
SPEAKER_01
This is so important to me.
1
SPEAKER_01
I want to get this right.
1
SPEAKER_01
She was open to two or three elements of coaching that I gave her.
1
SPEAKER_01
Just be that.
1
SPEAKER_01
Be that person who s so open.
1
SPEAKER_01
How great is that?
1
SPEAKER_00
It is.
1
SPEAKER_00
And in our world, we re lucky because the companies that hire us usually have a culture that s similar to that.
1
SPEAKER_00
Still, there are those that stand out.
1
SPEAKER_00
And they call you, and they say that, and they want more.
1
SPEAKER_00
And they almost always are the highest performing people.
1
SPEAKER_00
And implemented.
1
SPEAKER_00
Yeah, almost always.
1
SPEAKER_01
So if you have some thoughts on that, you can send us an email, listener at Advanced Selling Podcast.
1
SPEAKER_01
Or if you have a question, you can obviously deliver a high-quality audio voice memo to us.
1
SPEAKER_01
And I ll let Brian be the filter here for a while.
1
SPEAKER_01
I m tired of filtering.
1
SPEAKER_00
Oh, on the audios?
1
SPEAKER_00
Yeah.
1
SPEAKER_00
I ll do that.
1
SPEAKER_00
Yeah, you filter.
1
SPEAKER_00
OK, then you re going to get recorded.
1
SPEAKER_00
What speaker are you going to use, though, to filter?
1
SPEAKER_00
We re going to go mono.
1
SPEAKER_00
I ve got a crystal radio kit for all you old school C-builders.
1
SPEAKER_00
I ve got a crystal radio kit.
1
SPEAKER_00
How about Heathkit?
1
SPEAKER_00
Remember those days?
1
SPEAKER_00
Oh, yeah.
1
SPEAKER_00
Heathkit.
1
SPEAKER_01
Remember when the magazine used to come?
1
SPEAKER_00
Oh, I couldn t wait for that.
1
SPEAKER_00
The best.
1
SPEAKER_00
Wasn t it amazing?
1
SPEAKER_00
Got little diodes in there.
1
SPEAKER_00
Okay, that s it.
1
SPEAKER_00
We ll see you next time on the Advanced Celling Podcast.
1
SPEAKER_00
Bye.