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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast, podcast history.
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Today we have Brian Neal with us, and he has a good microphone.
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I do.
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You re so happy.
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You ve been waiting to say that, haven t you?
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Yeah, I had my overhead microphone up here and it just wasn t cutting it.
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Too much ambient noise.
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So we re back to the money.
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Back to the money.
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It s velvety, isn t it?
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You know, sometimes when I see movies, I know they re using the boom.
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They have to be.
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They re not wired up.
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And the quality is so good.
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And it s like, why do I?
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I can t get that.
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Ever.
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Not even close.
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And it s the same.
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It s not the same, but it s a microphone.
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that I have this overhead thing that s above my head is really good.
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It s a high quality, yes.
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High quality brand.
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It s got to be the engineering or the settings.
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The post edit, yeah.
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Something like that.
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So anyway, so I m glad to be back on the SM7B Bill.
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Thanks for noticing.
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I feel validated.
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Oh, I noticed.
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I noticed.
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So join Insider, join Insider, join Insider.
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So what is September?
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Are you moving the date for Labor Day weekend?
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Yeah, we re moving the date to the second Friday in September just because of Labor Day weekend and all that.
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But we re going to be doing a follow-up on
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content, how to create the right content to make the phone ring, to generate leads.
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We had session one.
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If you didn t get a chance to get in before the first session last month on that, if you join now, you can still get access to that, of course, so that you can prepare for the session in September.
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So it s a good topic.
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Great back to school.
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Kids go back to school.
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I m going to put myself back to the sales school thing.
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join insider.
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So, uh, Bill, have you ever had a dream that seemed so real?
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You like, can t shake it.
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It carries on with you.
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You ve had a dream that you re just like, that really happened.
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Or is that a dream?
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Like, Oh yeah, we ve had that.
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Right.
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Most people have had dreams that whatever.
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And oftentimes those are bad things where it s like, something bad happened.
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Like never happened.
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I was a dream.
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I had one last night.
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That was one of those that I still feel is real.
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That was a good one.
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And it has to do with us.
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Oh, we were a question.
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We were two questions on Jeopardy.
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And Alex Trebek was actually reading the clue.
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And the question was, or the answer is, this is the longest running sales training podcast in podcast history.
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Guy buzzes in.
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What is the advanced selling podcast?
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Oh, he got it.
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I ll take whatever podcast for 600.
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Yeah, yeah.
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Bill Caskey is the host of the Advanced Selling Podcast, who is his co-host.
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And I was the other answer.
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And I m like, good God, I ve made it in life.
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I have been an answer on Jeopardy.
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I woke up so happy.
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I m like, yes, can you believe I m on Jeopardy?
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with the advanced selling podcasts on Jeffrey and it was Alex Trebek, of all things.
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Yeah, well, of course, of course.
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Who else is it?
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I know it s just it s a thing.
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So I m just going to live in that.
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Don t ever forget the beauty of that dream was so fun and so funny.
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And the way he said it, because it was his voice saying and I m like, this is friggin dream come true.
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Well, it is for people and I ve heard that before when people get noted on Jeopardy that s like, this is amazing.
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A hundred percent.
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Yes.
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Being an actor.
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But when you re a, when you re an answer to a question on Jeopardy, it changes, changes everything.
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Right.
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It just puts you in a whole new category of life.
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So, uh, if you need Jeopardy, um, you know, talent people or question writers or listening, we d love to be a part of your show.
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It d be awesome.
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Funny stuff.
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All right.
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So topic, you have a topic.
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Yeah, sure.
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So I was, this was actually, what do you call it?
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Inspired, I guess, by even this morning, a LinkedIn post that I saw where a really, really well-known popular guy in the sales enablement world was put up a post.
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He actually quoted Warren Buffett.
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Warren Buffett said when the,
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When the tide goes out, I didn t fact check this to see if you actually set up.
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There s a picture of Warren Buffett like swimming in the ocean, which was kind of funny on its own.
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When the tide goes out, you can see who s swimming naked.
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When the tide goes out, you can see who s swimming naked.
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And then when the tide comes back in, then you see everyone s back to kind of normal.
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Basically saying that, you know, if you ve got a really good solid business, the tide goes out, get your swim trunks on, you re good, you re clean.
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If you ve been kind of faking it till you make it, or your fundamentals aren t good in your business, tide goes out, things are bad, you get hung up.
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We see this happening right now.
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And then this guy who wrote this made a comment, and he goes, I can t wait for the tide to come back in.
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Stay tuned for second quarter 2024.
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He went out, this is where it s coming.
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It s gonna come back in Q2 2024.
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He made a prediction.
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And then we had our chairman of the Fed come on and say, a mixed bag of things, right?
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Oh, it s good, but we re still committed to raising rates and inflation s out of control and all this jazz.
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So as a salesperson, we are so inundated with messaging from all things, social, news, radio.
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And it s all over the place.
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Uh, so how do we vet through it?
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How do we as salespeople handle the influx of news relative, especially to the economy and our markets and deal with that on a day-to-day basis when we re out in our territories making calls and that sort of thing?
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How do we process all the information good or bad as it comes to us?
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Yeah, and what exacerbates that, that s a big word, Brian.
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I love that word.
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I love it.
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I love it.
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Is that your company might also be making predictions.
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Maybe your CFO or somebody who has assigned themselves as the president of PR, they also have opinions.
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Everybody s got an opinion.
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So here s my quick answer, and then we can dissect.
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And I want to hear it too.
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Nobody knows.
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Everybody lies.
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Whoa.
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And if you listen, Peter Malouk is one of my favorite financial planners.
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And he s written a couple of books.
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He s on MSNBC and Squawk Box.
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And he says, look, when you watch Jim Cramer make predictions, run the other way.
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Because he says, Jim Cramer is wrong.
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And I don t like or dislike Jim Cramer.
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I don t even watch him.
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But he s been wrong on a lot of things.
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So Peter always says, nobody knows.
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If you re putting your faith and trust in someone who s predicting the future, they do not know.
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And two, everybody lies, meaning whenever I hear someone say the economy is either going to go up or down, it always feels like wishful thinking.
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Like if I m a hedge fund guy and I m selling short, of course I want the economy to tank because I can become wealthy beyond my wildest dreams.
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So when someone says to you these things, you have to listen to the person who s saying them and say, what do they have to gain or lose by saying this?
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And maybe they don t.
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Maybe they have nothing.
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But I think, generally, nobody knows when everybody lies is a really good... I mean, think of how many lies we ve... I don t want to get into lies, but lies from government, lies our media has told us.
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Over the last five years, there is just a never-ending list.
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And so, therefore, I m looking at all these things I hear through very judicious glasses and believing nothing until I see it.
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Well, that is excellent.
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And when you do that, you protect yourself.
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Because you have your own filter.
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And so you make your own judgments based on your own experiences directly, like directly in front of you.
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Yeah.
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So an example would be if the economy is tanking, I kind of look around, take inventory.
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I d look at my checking account.
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I might look at where I m spending money.
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I might look at my mortgage rate.
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I might look at my credit card balance.
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I look at my stocks.
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And I m just taking inventory.
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And I m like, OK, is it affecting me?
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It s like, oh, it s so bad.
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And I just got one of my investment statements.
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I m like, hmm.
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Not so bad.
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Looking pretty good.
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I ll take it.
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This is bad.
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It s like pizza, right?
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When it s bad, it s still pretty good.
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Although I did have a frozen pizza the other night.
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Jane sometimes would buy pizzas.
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She always buys this one kind.
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And one time she went to the grocery store.
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They were out, so she bought another kind.
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I couldn t even finish one half.
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Oh gosh nice of it, and that s very rare because like you say it s like ice cream Yeah, yeah, it s not pretty good.
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I ll choke it down totally
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What was it?
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Was it DiGiorno?
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No, it was an off-brand.
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I think it was Costco brand.
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Usually Costco is pretty good.
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Yeah, maybe it wasn t, but whatever it was.
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We need to take this back, because I take stuff back.
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If the blueberries are sour or something, I ll take them back, but my wife doesn t take anything.
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Yeah, I wouldn t take things back.
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More about, well, it just takes too long.
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And it s like, it s like five bucks.
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Like, what are you getting your money back?
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Well, I mean, I m not saying I ve crossed town to take it back to go to the store.
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I have a whole section of my refrigerator of take backs.
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They ve got a camera.
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It s got your license plate tag.
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It s like, here he comes.
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Here he comes.
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Here he comes.
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A tall guy with the grocery bag into the store.
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Bill s known at the Starbucks he goes to and at the Kroger return aisle.
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That s funny.
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That s good.
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I think that s really, really great advice.
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Then you re looking at your own personal deal.
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That s the part that I think is so difficult for salespeople as you re taking news in, you re taking information in external to you.
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And sometimes it s very macro.
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And so it s really important to stay attuned and into what your actual market is.
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When the news is bad, I think a lot of salespeople process that with fear.
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So instead of questioning it like it sounds like you re doing, Bill, you re questioning it.
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You re going, OK, is it bad?
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Is it bad in my deal?
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We re going, oh my god, it s bad.
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So it must be bad.
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So we start to dwell on bad.
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And this gets into our thinking column and our head, heart, soul of sailing and where we re like, oh, it s bad.
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It s tough out there and all this other jazz.
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I had, I was on a call the other day.
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So I ve worked with a group, uh, like an international group and they have a heavy presence in South Africa and they sell saw blades, saw blades, like blades to people like on, on dirt roads.
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So one of my clients, on a call like this, on a Zoom call, in a nice, cushy, air-conditioned area, was like, it s tough out there.
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It s tough out there.
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And I was in kind of a mood.
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I m like, you want me to show you tough?
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You want me to show you tough selling?
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I pulled it up.
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I shared my screen, showed this post from one of my clients that said, this is one of our guys in the field.
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This is what commitment to selling looks like.
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And this dude is pulling 50-pound boxes of saw blades out of a truck in the middle of Africa on a dirt road, just what you d picture.
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No buildings, you know, wasn t one building, but you know what I mean?
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It s just, it s a mess.
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Like that s hard.
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That s hard.
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So you re getting news.
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It s hard out there.
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It s hard out there.
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Like, is it?
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Just question it.
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That s all.
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Is it really hard?
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It s so good.
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It s so true.
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We just, we just lose perspective and we live in these comfortable air conditioned homes and with pools and slides.
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all this stuff and and we you know when we lose sight of that we play this movie of hardness in our mind and it s just so it s so fake it is and the older i get and it sounds like you re in that same row the older i get i think you know we have a pretty damn good here oh my gosh we re beyond beyond pretty damn we have and then
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I, uh, we were driving around, uh, town the other day.
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Uh, it was beautiful.
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I was hotter than hell here.
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Like really hot is broke.
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So it s like, nice.
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We re driving.
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I got a car.
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It s got, I got a new Bronco with no doors, no windows, cruising around.
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Awesome.
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And it just struck me and it was the weekend.
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So it wasn t like in real work mode, but I m like,
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If you ever need to believe in abundance, we just look at all of these buildings.
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I was saying this to my wife.
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I m like, all these buildings have salespeople, every one of them.
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And we just kept going and they have salespeople and all those companies over there are sales.
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And this is a little old, the North side of Indiana.
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So no matter what anyone does, when they start to get this macroeconomic baloney, they re like, Oh, it s hard out there.
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Just look around at all the opportunity you ve got to sell to even in a territory.
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It s just my, it s my, I told her it s mind blowing.
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how much abundance there is in a marketplace.
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Mind-blowing.
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And so one thing I would say, if you are bothered by this topic and you hear it and you watch too much media, cut the media out.
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Because again, if you go under the philosophy that I espoused first, which is nobody knows and everybody lies, why would I ever listen to anybody on the media?
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Because either they re not knowing or they re lying.
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And again, I don t think they re lying intentionally.
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I don t mean that.
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I m not into a conspiracy theory of there s a cabal of people who are saying, OK, let s lie to Caskey and Neal.
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It s not that.
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But when you don t know and you have preferences for how you want things to work out, you will stretch the truth.
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So get away from it.
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Number two, the question always that I have is, what am I going to do today?
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What am I going to do today to plant some seeds so that I can harvest them in a week or tomorrow or a year from now?
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I think we re always in the planting seed business in sales, especially if you re in a long selling cycle.
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And what might that be?
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That might be cold outreach.
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That might be shooting podcasts like this or videos or it could be any number of things.
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Today, it s a laundry list of things.
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But what are you going to do today?
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Once you turn off Fox and MSNBC and CNN,
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Why do I always feel like I have to say Fox and I have to do the other?
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But anyway, what are you going to do today to forget all that?
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Now you ve opened up two hours of time because you re not watching TV.
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So what are you going to do?
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And hopefully you re going to do something that serves your client base and gets you noticed and helps them realize that you can solve problems that they didn t know they had or noticed.
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That s such a good, you ll feel so light, so much lighter when you do that.
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And there s a generation who s not watching any of that news and who s getting it all on other socials, whether it s Instagram or the other thing.
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This is where I get a little conflicted even personally.
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um is is on linkedin like yeah and i live on linkedin i love it it s a great platform you and i use it you know we got a big linkedin group and still there s all this pontification about where the economy s going and what s good and what s not you see all of the all the news of all the layoffs so all the people you know i ve unfortunately been impacted by the riff at insert company name
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And then you have the desperate ones.
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Those are coming through my feed now.
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I ve been now unemployed for six months, and da, da, da, da.
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So I m like, you ve got to watch yourself with that stuff.
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Exactly.
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That s what I was just getting ready to say.
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You have to watch what goes into your mind, because it matters.
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Your mind matters.
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And the question is, what influences your mind?
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Well, external stories matter.
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Your family stories matter.
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Looking at your bank account and saying, you know what?
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doing pretty well here, that matters.
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But you just have to monitor what kinds of messages we put in our mind.
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And that s why I don t like media, because they get paid for clicks.
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And the only way they get clicks is to create fear, or anxiety, or uncertainty, or divisiveness.
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And I m on a political soap, but it s not a right-left thing at all.
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It s just you know what the media wants.
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The media wants money, and the way they get that is through clicks, and the way they get that is through fear.
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So this whole idea of when you watch and you hear them say, oh, 2024 is going to be bad, just recognize they kind of hope it is because it means clicks.
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Something, yeah.
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And I ll attest to this.
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I know someone who worked at an extremely large, well-known media company, and for their online offering,
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had a live real time scoreboard for all of the article titles that were live on their site or their app.
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And it was up in the company.
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So like where you would sit down and have lunch, it was up there and it was stack ranked.
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So the article that was the first one getting the most clicks was at the top.
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And if you re the writer or the marketer or the editor of that place, you re watching that and you re going, well, that s stuff getting some traffic is when you take it to your advertisers and go look at all these clicks we have, where are they coming from?
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Well, they re coming from that stuff.
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They re not coming from, uh,
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But what you re saying there is that, and that s all AI.
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That s all artificial intelligence that takes all these things and puts them together and says, OK, write more articles like this.
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And then they write more articles like this, and then we consume more articles like this.
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So this idea that we re going to be controlled by AI, we already are.
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The truth.
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We already are.
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When you go to YouTube, you re going to see a bunch of articles like this.
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When you go to YouTube and it serves you up ideas, you re like, oh.
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SPEAKER_01
That looks interesting.
2
SPEAKER_01
Well, of course it looks interesting, because they ve crunched all the data.
2
SPEAKER_01
They know exactly what you want to watch.
2
SPEAKER_01
So this whole AI thing, I do think that I don t understand it.
2
SPEAKER_01
The only thing I understand about it is we re already influenced by it.
2
SPEAKER_01
That s a great, that s a phenomenal point.
2
SPEAKER_00
What a great point.
2
SPEAKER_00
So take all that in, and I think the best thing is just focus on where you re at.
2
SPEAKER_00
Just be where your feet are.
2
SPEAKER_00
Be where your feet are.
2
SPEAKER_00
And then just take the inventory of that and say, you know what?
2
SPEAKER_00
The lights are on here.
2
SPEAKER_00
The air conditioning s on.
2
SPEAKER_00
I get this really fancy microphone.
2
SPEAKER_00
I m talking to Bill.
2
SPEAKER_00
We ve got 15, 18 years doing this podcast.
2
SPEAKER_00
Life s pretty good.
2
SPEAKER_00
You know?
2
SPEAKER_00
It really is.
2
SPEAKER_01
And go serve your clients today, or prospects.
2
SPEAKER_01
Go give them something that they can t get anywhere else.
2
SPEAKER_01
And when you do that, you ll forget about all the other BS that s going on around you.
2
SPEAKER_01
Because it is.
2
SPEAKER_01
It s BS.
2
SPEAKER_01
And if there s a recession, chances are, if there is a recession, and I know you throw that term around, you won t know it s there until it s almost over.
2
SPEAKER_01
You can t.
2
SPEAKER_00
By definition, you can t.
2
SPEAKER_00
Because it s a reverse, it s a backward-looking metric.
2
SPEAKER_00
So it s kind of like, it s been, you know, it s, you got, look outside, you got eight inches of snow on the ground and the guy comes on and goes, okay, you got an announcement to make.
2
SPEAKER_00
Uh, uh, there s a blizzard.
2
SPEAKER_00
You re like, no crap.
2
SPEAKER_00
Like there s eight inches of snow on the ground.
2
SPEAKER_00
It s funny, isn t it?
2
SPEAKER_01
All right.
2
SPEAKER_01
That s cool.
2
SPEAKER_01
Make sure you connect with us on the LinkedIn group.
2
SPEAKER_01
You can go to eventsonlypodcast.com slash LinkedIn, and there s all sorts of goodies, I think, that we re putting into the show notes today.
2
SPEAKER_01
I m not positive, but check the show notes, and I think there s a goodie there for you, and we ll see you next week.
2
SPEAKER_01
See you then.
2
SPEAKER_01
Bye.