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In this episode of the Advanced Selling Podcast, I might have to go to confession after telling a story about a priest.
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We ask a very, very intense question.
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Are you Team Zoom or Team Microsoft Teams?
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And we talk about looking for leverage, teaching you how to take your sales process from one to one to one to many.
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Welcome, everybody, to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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My name is Brian Neal.
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I m Bill Kasky.
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Trying to change the inflection there.
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You know, we re getting imitatable.
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It s all about inflection.
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Hey, we re glad you re here.
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If you haven t already, join our LinkedIn group.
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We have like 11,000, almost 12,000 people in LinkedIn group that s growing every day.
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You can also join our email list.
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We d like to communicate to you.
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We send out an email newsletter once a week, kind of recapping what s going on, talking about new things, exciting things in the sales world.
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You can actually go to ultimatepregame.com, and we ll give you a little gift for giving us your email.
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Ultimatepregame.com if you re not on our email distribution list.
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have you go there.
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And Bill, we do have something to talk about.
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I forgot about this last episode.
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So I went to my first football game at Carmel High School last Friday night.
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Oh, cool.
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Because my son is playing for Cathedral High School here in Indianapolis.
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I m a big football person.
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I m your basketball guy.
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But growing up through the years, where I grew up in southern Indiana, Carmel was always the ones to beat.
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I mean, they just beat everybody.
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They were so good back in the 70s and 80s and that sort of thing.
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And so I first game ever went to Carmel High School to watch, and the Cathedral Irish thumped the Carmel Greyhounds.
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Did they really?
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Thumped the Carmel Greyhounds.
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Awesome.
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Good.
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So I know you re a carnal person by DNA.
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But for those of us who aren t carnal people, it s so great to beat someone who s good.
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Oh, yeah.
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You know what I mean?
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That s their place.
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Oh, my gosh.
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It was great.
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Really great atmosphere.
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Great to see high school football being played there.
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Oh, I love it.
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I love it.
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I drove by there the other night and saw the lights were all on and people were there.
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It was great.
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It was such a great atmosphere.
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Really, really great place.
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Great campus.
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So good deal.
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What position is your son playing?
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He s a long snapper and defensive line.
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And he starts long snapping and then defensive line.
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He ll rotate in when they re up, but he s not in that kind of starting trio.
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OK, OK, good.
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And he s a junior junior.
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Yeah, good.
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Hey, advanced selling podcast listeners, if you re a sales pro, we know you are because you re a podcast listener and you re wondering what the coming year looks like.
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I m talking 2021 for the sales profession overall.
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And you want to make sure that you are locked and loaded.
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Then we invite you to become
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and ASP Insider.
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ASP Insider is a group coaching program.
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We meet once a month.
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Bill and I both coach you on very relevant topics that are very, very timely.
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And the tuition is a mere $47 a month.
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Or if you want to pay for a whole year, you get a huge discount for that.
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So go to advancedsellingpodcast.com forward slash insider for details.
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There s also a video that will walk you through why we re doing it and what is in it for you and why every one of you listening.
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should be a member of this program.
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It s advancedsellingpodcast.com forward slash insider.
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So one of the topics that we think is important to discuss is, and especially as the world is changing and still unsettled, we ll call it,
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And I think it s going to be unsettled for a while.
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And so when things are unsettled, I think you have to be really mindful of where you re spending your time.
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And we re calling that your asset.
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Time is your asset.
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Your energy is your asset.
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Your wisdom is your asset.
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And how do you leverage these talents and these assets in the best possible way?
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And the idea of leverage has changed a lot as we ve become more digital.
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So Brian and I used to do a radio show back in the 90s.
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And that was leverage.
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It was he and I showing up.
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We could go, well, now we re doing the podcast.
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And so that s another form of leverage media is we sit down and broadcast once.
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It goes out to thousands of people.
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People can listen to some of our podcasts from 20 years or 13 years ago.
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20 years ago.
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20 years ago, they wouldn t hear much, a lot of silence, a lot of radio silence, dead air, as we used to call it.
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But the point is that there are a lot of leverage points for us today and for you.
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And if you re not mindful of where they are, you cannot see them.
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And they re right in front of you.
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And they can make life easier.
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They can make life more profitable.
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So we thought we d talk about a few of those today and talk about just the concept of seeing your world as a place to leverage
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and get more out of the effort you expend.
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There was a famous saying, and I ll turn it over to you, Brian, let you riff for a bit.
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There was a famous saying, I don t know who said it.
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He said, give me a lever long enough and a fulcrum to put it on, and I can move the world.
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Who said we had to find out who said that?
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Give me a lever long enough and a fulcrum to put it on, just like a teeter-totter.
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We talked about teeter-totters.
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Callback.
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That s what it is.
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But the point is that the long lever, to me, is the digital part of what we do today.
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That s the long lever.
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I can create something at 8 o clock, at 8.15, the world can hear it.
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Yes.
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That s a leverage point.
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Dan Sullivan talks about that a lot.
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For sure.
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Yeah, one of the favorite topics.
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And you know a couple of things that you might be familiar with.
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And so one is the Pareto rule, I believe that s called.
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You also hear that labeled as the 80-20 principle.
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And that tends to apply in everything in nature, where 80% of anything comes from 20% of an input, right?
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80% of your revenue likely comes from 20% of your customers.
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Everybody knows this rule.
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There s another rule from a philosopher.
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It s called Occam s Razor, I think it s called.
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Occam s Razor?
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Occam s of Razor?
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Occam of Razor?
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Occam of Razor.
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Occam of Razor, I believe it is, correct.
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Occam of Razor.
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And very simply put, that philosophy is that the best answer to any problem or the best approach to anything is always the simplest.
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So the best way to get from point A to point B is the straightest line is the idea there.
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And I love this theory when we re talking about selling.
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Because if there s one thing that I think salespeople could stand to improve upon across the board is this topic of leverage.
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Because they tend to do so many things that they don t see on leverage.
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Cause delay.
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are the long way around the barn, as we say in Indiana.
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Southern Indiana, not in Carmel.
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We wouldn t say long way around the barn in Carmel.
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No, I ve never heard that before.
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No, you d say long way around Anthony s Steakhouse.
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Long way around the arts.
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What s that place called?
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The art gallery.
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The art gallery.
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The art district.
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The art district.
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Long way around the art district.
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That s what we say up there.
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Yeah, in Carmel.
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But no, this is a really, really, really good topic.
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And this is one of my favorites, because I am very much a... I m wired to find the simplest way possible, I think.
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I think I am.
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I don t like...
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You know, we re doing something.
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OK, so we re going to get in trouble.
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I m going to get in trouble.
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Do you use Microsoft Teams?
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Do you have a client that does that?
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Have you ever used it?
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I do.
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What do you think?
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Compared to Zoom?
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You get in trouble first, yes.
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Compared to Zoom?
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Or compared to life?
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I find Zoom to be much easier.
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But I think it s because I ve just become familiar with it over the last four or five years.
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I don t find Teams to be intuitive.
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And I always feel like every time I m
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Going on, I m having to re-download something.
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Yes.
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And there are just more steps involved.
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That s what I m saying.
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I m using Teams in a couple environments with clients, and it s fine.
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I get it.
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Microsoft obviously knows what they re doing.
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They re really smart.
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It just takes a whole bunch of steps.
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I couldn t figure out how to log out the other day.
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I had to go like three places deep.
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We re normally where it says, Brian Neal, you re logged in.
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Right there it goes, log out.
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Can t do that.
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No, you got to go to like settings, general, bottom of the screen, log out.
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Then you have to go some other place.
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You want to log out?
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Yes.
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Just that kind of stuff.
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Like it s the long way, you know?
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What s the Rube Goldberg machine, right?
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Oh, yeah.
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Rube Goldberg machine.
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It s the opposite of Occam s razor.
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Totally.
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It s at Purdue.
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Yeah.
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If you ve never looked up the Rube Goldberg competition.
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It s fascinating.
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At Purdue University, it s basically they take a very simple task, and the goal is to try to make it as complicated as possible.
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So it s the opposite.
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So just think about the two different pictures we re painting for you here.
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Simplest or most complicated.
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And you re going to examine your sales life this way.
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So where do you think sales teams are?
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If you were saying, OK, here s one example of where sales teams are missing on leverage right now, what would your first answer be?
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I think the salesperson of today is out in the market, maybe not physically, but you re out metaphysically and digitally in the market.
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You re talking to people.
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You re talking to suppliers.
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You re talking to manufacturers.
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You re talking to a lot of people.
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Why aren t you taking that knowledge and doing something with it other than just keeping it in your own head?
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So I ve got a client who is doing a Facebook Live every Friday afternoon at 4, where he takes all of the questions that he s been asked over the week, and questions he s asked, observations he s made, you know, just news about the industry, and he does a 30-minute Facebook Live, and he emails his list and invites them to it.
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And he started off with 30 people and then 50.
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And now he s got over 100 people that just sit with him every Friday afternoon at 4.
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And he kind of jokes about having a cocktail while he s doing it.
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And the point there is that he is going out into the week and spending four hours in the week.
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Now he s spending an hour, and he s getting access to hundreds of people.
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So it s a one-to-many approach versus a one-to-one approach.
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I hope you guys heard what Bill just said there.
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Because so many salespeople, and you re also trained.
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There s all sorts of people on LinkedIn, and sales gurus, and everybody else talking about cold calling, and how many calls a day, and behavior, and da, da, da, da, da.
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And that s great.
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That s fine.
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And we know behavior works.
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And we know there s an element of sales that s a numbers game.
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And it s a numbers game.
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And so if you re a numbers person, you know that compounding interest is better than linear.
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Simple.
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Simple interest, right?
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And so that s what we re trying to get at here.
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And when Bill says one to many versus one to one, look at your prospecting behavior and find the number of meetings where you re one to many versus one to one.
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And I bet it s itty bitty back to 80-20.
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You need to flip that.
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That s a thing to do right away.
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Do you know what I mean?
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Yeah.
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And don t, I know that when I say Facebook, a lot of people bristle at that.
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Well, you know, Bill, you have to be a member.
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Am I connected?
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And my people aren t on Facebook.
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OK, whatever.
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Go somewhere else.
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Go to YouTube.
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Oh, you can also spend $100 a month
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on a live streaming platform.
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I think it s called Telestream.
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There s one of those that is $100 a month.
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You can just put it on your website.
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And then you ll say, well, I don t want to spend $100 a month.
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Well, you re speaking to 400 people a month if you have 100 people a week on.
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Is it worth $1?
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No, I m sorry, 400.
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Is it worth $0.25 per person to capture them for 30 minutes?
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So we ve got to redefine how we look at our investment in things and how we look at money and monthly payments and platforms and digital assets.
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Don t be chintzy with this stuff.
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Don t be cheap.
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Yeah.
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And look at it that way.
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See what people don t, the thing they look at there is they look at $100 a month and they look at 30 minutes a week.
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And they go, I don t have $100 a month or 30 minutes a week.
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But when you get it down to the individual, it s $0.25 per person.
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And then you do the same thing on the time.
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Right?
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So if you have 400 people, and you re in front of 400 people for two hours to communicate with them, and that s invaluable.
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It s invaluable.
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Do you know how much it costs you to make a sales call?
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I mean, in the old pre-COVID, it was several hundred dollars.
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And you re going to be able, for $100, to communicate with four or five, or 4,000.
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It doesn t have to be 400.
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It could be any amount.
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Once a week, and be in front of them, and connected, and establishing rapport.
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That s a business builder.
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You can t look at that as an expense.
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You ve got to look at that as an investment in the future.
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And so that s one way to represent.
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It s to digitally leverage yourself.
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Duplicate, scale yourself.
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Yes.
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So this is a thing.
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This can get touchy for some people, but I always think it s interesting.
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I look at what, you know, and look at myself, too.
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We always mirror what we say, we believe, and what we do in our actions and that sort of thing.
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Sometimes they re aligned, sometimes they re not.
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And people, they say, priorities in life.
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What are priorities in life?
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What does everybody say?
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Family.
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Faith.
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Faith.
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Family.
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And business or health or whatever.
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SPEAKER_00
And then you look at your calendar, right?
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And if you re Catholic like me,
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You try to go to mass on Sunday, and if the priest is over by one minute, you re like, what is he doing up there?
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What is Father Bob doing?
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He went 105.
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He went 105.
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Usually, he s at 55 minutes, right?
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It s like so true, isn t it, though?
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God, that was a long, long homily.
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I don t know what got into him, man.
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He must have been hung over from last night, whatever.
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You know, we say that.
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So look at your sales behavior in the same lens and say, oh, yeah, I m all about connecting and that sort of thing.
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And then look what your behavior is.
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And so I d love for you to look at that and say, OK, I ve got to make sure, to Bill s point, if I m going to spend a half hour prospecting, perhaps I spend a half hour finding connectors who already have relationships with people that I want to engage with.
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Makes sense.
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And spend the half hour doing that, then making 20 calls, or both and.
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So your question is, you re going to devote the time.
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What exactly are you going to be doing with the time?
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And is it scalable, or is it one-to-one?
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Correct.
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One-to-one is making a phone call.
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Scalable is when you re reaching out to hundreds of people.
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One-to-many, yes.
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Because if I can get one person, if we could
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If we can get one sales coach to share an advanced selling podcast message to their listenership of 100,000, that s a really great 20 minutes, half hour for Bill and for me.
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Correct.
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Really great.
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If we send one email out, and we have 5,000 listeners on the email list, that s one too many.
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Or Bill and I could sit there and make cold calls to all of our listeners, which we don t do.
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That s one to one.
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We chose the one-to-many, and we keep choosing it as much as we can, because we believe that s the best way to do it.
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And you will have people who say, and I heard it last week, well, but I still feel like one-to-one, that s the way you sell today.
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It s personal relationships, personal relationships.
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Yeah.
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But you re not going to be calling those people every week, those 400 people, because they re going to get tired of you after a while.
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I m sorry.
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I know you re amazing, and you re brilliant, and you re witty, and you re clever, and you re good looking, and you smell good, and all that.
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But they will get tired of you if you call them every week.
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They will.
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So the question is, how can you stay in touch with them digitally that replaces the stay in touch with them physically?
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Yes.
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And is it the same?
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Of course not.
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But it s a whole lot easier and cheaper.
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And then when they do have something they need, they re going to know who to call because you ve been with them this whole time.
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We have had so many examples of this over the years of us sharing this idea, and very few listeners take us up on this, which really, really surprises me.
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And the ones that do, every one of them, every one of them, we got a new one, an insider.
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I don t want to say her name, but she s doing a great job with video.
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Every one of them has people that come up to them after they show some consistency and say, I ve been watching your videos.
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I love that one about that.
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SPEAKER_00
And what happens is, so these people, they re saying, well, no, it s all about one-on-one relationship.
1
SPEAKER_00
I have a better relationship with you who s listening to me right now through your AirPods on the treadmill that lives in Australia than I have with a lot of people I ll ever cold call one-on-one.
1
SPEAKER_00
because I come into your brain through this and build us too.
1
SPEAKER_00
So that s bogus.
1
SPEAKER_00
And you do the magic then in the brain.
1
SPEAKER_00
In your brain.
1
SPEAKER_00
You work that magic.
1
SPEAKER_00
Have you heard those eight degree deals?
1
SPEAKER_00
Have you ever listened?
1
SPEAKER_00
I m totally side barred, but.
1
SPEAKER_00
ASDR or ASDN.
1
SPEAKER_00
No, no, no.
1
SPEAKER_00
It s eight, what is it called, Travis?
1
SPEAKER_00
Where the music is in all around your brain.
1
SPEAKER_00
It s really cool.
1
SPEAKER_00
It s like eight dimensional music.
1
SPEAKER_00
We ll look at it.
1
SPEAKER_00
Someone s going to know about it.
1
SPEAKER_00
Look at it.
1
SPEAKER_00
Let s do it.
1
SPEAKER_00
Listen to it, yeah.
1
SPEAKER_00
So I think everyone s getting the point here that you have to find, you have to look at the time spent, those hours, and where am I going?
1
SPEAKER_00
One to many is the theme.
1
SPEAKER_00
And I m analyzing, OK, how much of my 40 hours of prospecting time or sales time, whatever you want to say, in a week is devoted to one to many versus one to one.
1
SPEAKER_00
Got to do it.
1
SPEAKER_01
And we re not saying to not prospect.
1
SPEAKER_00
No.
1
SPEAKER_01
And you leaders who are hearing us say that, that s not what we re saying.
1
SPEAKER_01
No.
1
SPEAKER_01
It s look at how you re doing, what you re doing, and start to substitute things.
1
SPEAKER_01
So are we saying get away from cold calls?
1
SPEAKER_01
No, I m not saying that.
1
SPEAKER_01
If cold calls serve you, then keep making cold calls.
1
SPEAKER_01
Yes.
1
SPEAKER_01
But if you re making three hours worth of cold calls a day,
1
SPEAKER_01
Let s take an hour out, and let s shoot a LinkedIn video where you promote something or you answer a question, and then you tag people in it.
1
SPEAKER_00
Let s just try some other things.
1
SPEAKER_00
That s where this becomes exponentially valuable is when you do both, when you do both.
1
SPEAKER_00
And everyone has to look at that.
1
SPEAKER_00
And what most people are missing, I know most of you are listening to this going, OK, what is my?
1
SPEAKER_00
You re missing the one-to-many activity that you have to commit to.
1
SPEAKER_00
All right, anything else?
1
SPEAKER_00
I had something on the sale.
1
SPEAKER_01
That s OK, sales process.
1
SPEAKER_01
I think we have to look at our whole sales process.
1
SPEAKER_00
See there?
1
SPEAKER_01
Oh, yeah.
1
SPEAKER_00
I had that, yeah.
1
SPEAKER_01
Process.
1
SPEAKER_01
And you spelled razor right, too, so I m very pleased.
1
SPEAKER_01
Thank you.
1
SPEAKER_01
That s funny.
1
SPEAKER_01
The sales process, can we be more digital in it?
1
SPEAKER_01
I m not saying take out the people part, but anything you can do to
1
SPEAKER_01
to add elements to the sales process that don t take you a lot of time, that adds value.
1
SPEAKER_01
For example, after you meet with somebody on the first call, could you shoot a quick video where you recap the call, appreciate them inviting you in,
1
SPEAKER_01
And there was something that could be sent.
1
SPEAKER_01
We work with Co-Video on that.
1
SPEAKER_01
There s a lot of people in that space.
1
SPEAKER_01
That s just an example.
1
SPEAKER_01
Can I digitize things in any way?
1
SPEAKER_01
Or can I create a video before I meet with somebody that s not custom for that person, but just generally, any time I meet with somebody, I send them this three-minute video.
1
SPEAKER_01
And it kind of works through some of the things that we talk about.
1
SPEAKER_01
But anything you can do to not only digitize your sales process, but also make it better is good.
2
SPEAKER_00
And I m going to add to that, too, since we both had process.
2
SPEAKER_00
Mine is a bit more mechanical, that if you want to find leverage in this environment, one way that you find leverage is to define the sales process instead of the prospective company defining it for you.
2
SPEAKER_00
And you can shorten time and shorten sales cycle, and all that creates leverage for you.
2
SPEAKER_00
that you can lean on something.
2
SPEAKER_00
If you have your sales process named, or steps, and things like that, and you can show it to someone, and you can say to someone, this is a four-step process, and it takes 30 days, that s a point of leverage for you.
2
SPEAKER_00
Without that, it meanders on, and you lose that.
2
SPEAKER_00
So you ll create massive efficiency for yourself doing that.
2
SPEAKER_00
Good.
2
SPEAKER_00
OK.
2
SPEAKER_00
Hey, if you haven t already done so, join our LinkedIn Insider, or if you haven t already done so, join our Advanced Learning Podcast LinkedIn group.
2
SPEAKER_00
11,000 of your closest friends and listeners there.
2
SPEAKER_00
And we d love to see you in our Insider program.
2
SPEAKER_00
You go to advancedsellingpodcast.com forward slash Insider for information.
2
SPEAKER_00
We d love to see those of you listening.
2
SPEAKER_00
Now is the time to start investing yourself as you get ready for 2021.
2
SPEAKER_00
Insider is the place to be.
2
SPEAKER_00
That s it.
2
SPEAKER_00
We ll see you next time on the Advanced Selling Podcast.
2
SPEAKER_00
Bye.