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In this episode of the Advanced Selling Podcast, Bill brings in the real Barry White to cover for him, I share a flashback from one of my favorite 80s movies about going to see the penguin, and we learn lessons from a septuagenarian cold call.
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Welcome to the Advanced Selling Podcast.
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My name is Brian Neal.
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I m Bill Kasky.
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And we are here every week for your listening pleasure, podcast listeners.
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And we ve been doing this for a really long time.
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We re glad you re with us.
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If you re a new listener, welcome.
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We ve got a big LinkedIn group you can go check out if you go to LinkedIn or just Google Advanced Selling Podcast LinkedIn group.
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There s like 7,700, 7,500, a lot of people in there talking.
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Very active group.
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So keep that up and go visit that.
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You can also find our website, advancedsellingpodcast.com.
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We ve got some great products you can go buy, other things to consume there.
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So I encourage you there if you re a listener for the first time.
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We also had a guy email us and he said he just found you.
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What did he say?
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I m six years behind.
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Six years behind, yeah.
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Catching up.
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How much do you, yeah, you d have to devote, you have to be committed to catching up if you have 10, 12 years of episodes to listen to.
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All right.
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Brian, do you know why I m playing this?
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I do.
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Frankly, I don t think I sound anything like Barry White.
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Oh, I don t know about that.
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That is fantastic.
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What a great song, too.
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Well, the joke there is that last week on the show, we ran a Kristen Jevago interview with, she s an author, and there was a time in the interview where I must ve sounded like Barry White.
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So Brian called it out.
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And you know, when I heard it, I thought, I shouldn t have said yeah.
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And I did.
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It was just kind of the tone.
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You were just like extra excited to talk to her.
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For you Barry White fans out there, of which I know there are many, we thought we d try that.
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He s the bomb.
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OK, here s our topic today.
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This comes from a client slash mentor person that I know who s been in business a long time, has been very successful in the technology space.
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And last Monday, we were in a sales meeting together at one of our mutual clients.
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And I will say he is a septuagenarian, Bill.
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Did you say Monday or Monday?
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I said Monday, but most Hoosiers, most people we re from say Monday, Monday, Tuesday.
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I thought you said Monday.
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I didn t.
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I was watching Barry White here, I was taking some notes.
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Monday.
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So he s a septuagenarian, which I think that puts him in his 70s, I think.
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I m pretty sure this fella is in the 70s.
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I m not going to use his name.
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He, though, made a cold call.
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He owns a business, a startup business, that does things for long-term care facilities.
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And there s a big one that s being built in a real busy part of Indianapolis here.
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And he told the story that they have a trailer out front where they said they re signing up members for people to go stay there.
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And there s a little sales trailer.
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So he just stopped in cold one day.
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And I thought I ll tell the story.
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They probably thought he was a prospect.
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They might have.
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You got a room for me?
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No, he s very, very active, man.
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So I m going to tell the story, and then we re going to talk about lessons from a cold call by a septuagenarian, because I think there s a lot of lessons in this.
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So he stops by, goes in to the sales office, said, excuse me for dropping in.
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I know I don t have an appointment.
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I want to introduce myself, tell you a little bit about why I m stopping in here.
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And then if we want to talk later, we can.
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Really great little intro.
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Talks to the actual general manager person, the executive director of that location, was just started.
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It was like our first day.
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So she said, well, no, what do you do?
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And she didn t really know anyone.
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So he starts telling her what they do.
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And they do a thing where you can provide pictures to people who are in long-term care facilities so they can stay in touch with their families.
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So these pictures play on their TV, makes them feel warm and at home when they re there.
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That s cool.
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Great little thing, right?
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And so he tells her, and she s like, well, that s really cool.
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Let me talk to my district manager.
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And he says, well, if you want, we can just set up a Webex to watch it and show you the demo and how it works together.
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She s like, you know what?
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That s a really good idea.
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Why don t we do this?
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So he did that.
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Long story short, in a couple of weeks, I think it was, he ended up closing like seven locations from that one cold call.
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Wow.
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And I thought, OK, there s got to be lessons in this.
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So I thought what a great story, number one, just the fact that someone at that stage of their life still has the gumption to go, stop by, make a call, drop in, no ego, all that stuff.
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And then to take it through just the way he kind of facilitated it through, the demo and the close with the boss.
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It was just a really, really great story.
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So I thought I d tell the story.
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And you re never too old to cold call, Bill.
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Never too old to cold call.
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So let s talk about what lessons we have found in that little story.
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and see if our listeners will agree.
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You want me to go first or you re scribbling frantically?
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Yeah, I ve got three.
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Go ahead.
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Okay, I ll go first.
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Usually the person that sets it up lets the other person go first, but go ahead.
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Go ahead.
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That s my smoker s cough.
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Yeah, we listened to last week s show.
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In fact, I listened to it about a dozen times.
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And there was a lot of, I was coughing, and you were wheezing, and you still are.
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What about it?
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I still am, a little bit.
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So OK, here s my first one, shall I?
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Go ahead.
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Just Do It.
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Just Do It is the first one.
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So this is a big long-term care facility being built in a very high-trafficked place in our city, right?
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There are a lot of people that I know that sell things to those facilities.
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I wonder how many of them had the guts to just do it and just pull in and stop by when they see the trailer.
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What s interesting about this, the thing s still under construction, right?
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They just put the roof on.
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It s still dirty.
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But just do it.
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You think.
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We drive by sometimes.
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We have a customer, a prospective customer.
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We drive by.
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I m like, hmm.
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I wonder what they do.
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Oh, there s that company I read about in the paper.
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Oh, that s neat.
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And we don t just stop in, right?
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And so the first lesson for me is just do it.
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Just drop by.
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He was not planning to do this, by the way.
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He was driving down the street, saw a pull.
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He s like, you know what?
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I m just going to pull in here and do it.
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Just do it.
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Just let that guide, let the spirit move you, if you will, the sales.
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Sales, you like that, huh?
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Can I get an amen?
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Yes.
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Let the spirit move you to turn your car into the lot and just go in and talk to somebody and see what happens.
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That s my first lesson.
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Okay, that s a long one.
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I didn t know we were judging.
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Well, no, no.
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Timely.
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Yeah, he probably brought this up right after you did your little piece on how cold calls don t work.
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He actually did not thank God because that s where I was going that day.
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No, I think that when you tell that, it s a great story.
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I love, like you say, I love the idea of a 70-some-year-old person making a cold call.
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He doesn t look at it that way.
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I mean, I know he does because he s been in sales.
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But he looks at it, look, I m on a mission.
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He wouldn t have started this company if he didn t have a real close personal relationship with the cause of helping people who were in nursing homes share pictures and such.
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So I presume that there s a much deeper cause than just money.
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there for him.
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Amen.
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I don t know that because I don t know him, but I would assume so.
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And also, so I think a lot of that is, you know, I m giving these people an opportunity to serve their patients and the patient s family in a better way.
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I think that s the framing that he s probably taking it with him.
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So it wasn t any fear of rejection.
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It was like, oh, you know, it s just, hey, I m giving you an opportunity.
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I d like to show you what I do.
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If it fits, it fits.
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If it doesn t, it doesn t.
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She got excited, and she probably heard his voice, that it was committed and it was passionate.
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So I think it s more than just me stopping in, making a call to see if I can sell them shims.
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You know what a shim is?
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I don t.
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What is a shim?
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A shim is something that it s like a spacer in a space shuttle.
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Like an O-ring?
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Spacer, yeah.
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So if you re selling shims and you really believe in it,
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Which I do.
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I m Googling.
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Spell it.
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Is it S-H-I-M?
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S-H-I-M, yeah.
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S-H-I-M.
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OK, good.
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So if you re really passionate, I don t know why you wouldn t say, hey, there s an opportunity for me to help them.
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Not to sell them stuff, but to help them.
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Because he really is helping them.
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Yes, I think or thin strip of material used to align parts make them fit or reduce wear Mm-hmm.
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Is that what it is?
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It s also a verb So if you ve got something that s out of line, you would put a shims over here So when I take four sugar packets
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on the wobbly table at the restaurant and stick them under there?
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We should do a Mr. Fix-It show.
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Jim, that s so not my thing.
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I think our Mr. Fix-It show would be a short-lived show.
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I will say, you inspired me to think about this, that I was on my way home from my vacation, and there are movies on the plane, and I watched Blues Brothers, which is just a phenomenal show.
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And remember, there s a sign in the book.
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They say, we re on a mission from God.
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Because they go to see the penguin, the nun that they grew up with in the orphanage.
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They re on a mission from God.
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It works, doesn t it?
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So we re on a mission from God.
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Being on a mission works.
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But I think that s what he was on.
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He s on a mission from God.
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I believe that totally.
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Here s another thing that I took from this episode here, and that was,
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He didn t let the buyer dictate the process.
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He stepped in assertively to find a clear next step.
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I bet you 8 out of 10, at least, of a less seasoned salesperson, when she said, well, let me talk to my manager, would have said, oh, great.
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I ll give you a follow-up call next week.
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When can I call you back?
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When can I call you back?
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Late next week sometime is fine.
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He would have gone, OK.
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So did he show it to her right then?
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He did.
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He showed her the demo.
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So now when she goes to her manager, she s inspired by the mission.
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Yep.
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Yeah.
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Versus just, hey, you got this guy came in.
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Do we not talk to him now?
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I really don t want to talk to him.
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Yeah.
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And the other thing that that little, we call it, we talk about time kills deals.
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We typically talk about the time kills deals in the whole sales process.
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I also think time kills deals within the moment.
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Does that make sense?
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So in other words, if I m showing you a demo, and you re really into it, and you say, I want to take this to my boss, you re in the moment, and you re high on what you re liking.
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So let s go ahead and set the demo up now while we re sitting here, because I ve got a better chance of you to say yes and agree to that if it s the right thing to do.
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You know, we talked on the last podcast about stacking the odds in your favor, and we talked about it in the context of having the right intent when you show up at a prospect s office and making sure as best you can that your intent is aligned with their intent.
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Their intent probably has very little to do with you making quota.
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So the idea here is that this idea of odds being stacked in your favor.
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And this is an example of he stacked the odds by having her become as inspired as he is.
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So when she talked to his boss.
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So again, these little things, you might say, well, this is about the process.
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And he did the process right.
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Well, he did, but he s stacking the odds.
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He s saying every little thing that we do in the process, I think, stacks the odds against us or for us.
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Oh, that s good.
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And it leads us to a more likely positive outcome or a less likely positive outcome.
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And there s millions, like Disney said, there s millions of tiny details that make a difference.
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Yeah, so true.
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I don t know if that was Walt or, what s the brother s name?
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Walt had a brother?
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Yeah.
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Walt Disney had a brother?
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Walt Disney had a brother who was- I didn t know that.
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Yeah, Chip.
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Was he in it?
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Chip Disney.
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Was he in the business?
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Oh, he was absolutely in the business.
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Was he?
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I didn t know that.
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Yeah.
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That s good.
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Here s another lesson I took.
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Yeah.
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Hello, Doug.
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Fact check the Disney family, would you?
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I was out somewhere the other day, and we were talking, and they go, yeah, fact check Doug.
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Fact check, Doug, you re a celebrity in this place.
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He is famous.
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He is.
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We need to have him in, don t we?
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Let s see.
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Here s the other thing that I thought was good.
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And again, I want to say people that are in the earlier stages of careers don t do this stuff.
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And they re just simple things that we ve learned, but you ve got to do this.
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He followed it through all the way to close.
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Right?
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So he then did the demo with the regional, and then said, here s what the pricing is, and then set the date to get the contract signed, and got the contract signed.
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Again, I think too often we leave this up into the buyer s hand and say, well, let me go.
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Because how many times have you done what he did up to that point?
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So you met with someone, they liked it, you did a demo for the boss, and then it went into nothing again.
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Right?
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Or you sent the proposal over via email and didn t follow through.
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And this guy s a phone caller and writer, so he s saved that way.
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And so think about that with your own sales process.
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How often do you follow through personally all the way to the close?
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You drive it to a decision, which I know he does this.
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See, this is where I have a little bit of difference with our guest last week when she was talking about the buyer s process.
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She didn t get into too much of it, and there s a whole lot more levels than what we talked about.
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If you would have asked her, if the septuagenarian would have asked his prospect, what s your process when you get ready to do this?
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She would have probably said something like, well, I take it to my boss, we have a conference, and then we get back with you with the answer.
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But he inserted his process in there by saying, well, I ll tell you what, while I m here, why don t I just show you this?
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And that changed everything.
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Totally did.
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So this idea, I think what
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what our guest was talking about, what I would commit to is the buyer s process doesn t necessarily mean you ask them what the buyer s process is.
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The buyer s process is the person that he s talking to has to believe in the product enough to go have an inspired conversation with her boss.
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That s really, really good.
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Yeah.
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And has to, like you said, because sometimes you ask the question, what s your process?
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And they may not know it.
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No.
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Right?
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Like, well, I don t really know what it is.
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And then you can ask more questions around that.
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Well, so if you take it, who else does?
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And where do they do this?
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And who you take it to them?
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And how do they sign off?
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It s just, you need to know a little extra play to that.
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Yeah, yeah.
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That s very, very good.
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Yeah, anything else?
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Nope, that was it for me.
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I had point of view, which we talked about his point of view as he s passionate about the solution and the cause.
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I had process, which we talked about.
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I had five Ps, and now I can t read them, but I think we hit them all.
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In my peer group, we do a thing called the challenge round at the end of the meeting, where we challenge each other to do things.
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Can we have a challenge round with our listeners?
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Yeah.
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I d like to challenge our listeners, because I guarantee you every single one of them, inside or outside sales, doesn t matter.
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SPEAKER_01
Outside sales, you drive by.
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SPEAKER_01
Inside sales, you see the name on the sales force, and you haven t made the call.
1
SPEAKER_01
You haven t stopped in.
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SPEAKER_01
The challenge is, within the next seven days, you go in there and do that.
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SPEAKER_01
I love that.
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SPEAKER_01
I m telling you, just go do it.
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SPEAKER_00
I tell you, with our listenership, this economy could be in for a quick rebound.
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SPEAKER_00
Amen.
1
SPEAKER_00
Lid coming off.
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SPEAKER_00
Average sales cycle, 30 days.
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SPEAKER_00
Close percentage, 75%.
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SPEAKER_00
I think the April numbers are going to be good for the economy.
1
SPEAKER_00
Call the president.
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SPEAKER_00
Let him know.
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SPEAKER_00
Whoever he is.
1
SPEAKER_00
Whoever.
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SPEAKER_00
Leave that alone.
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SPEAKER_00
Whoever it is.
1
SPEAKER_00
All right.
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SPEAKER_00
Well, we enjoyed having you with us today.
1
SPEAKER_00
Tell a friend about the Advanced Selling Podcast.
1
SPEAKER_00
That s how we ve grown over the past 10 or 12 years, 11 years, 11 and a half years.
1
SPEAKER_00
We ve got 400 episodes.
1
SPEAKER_00
We re in a top 35 position on iTunes and the Business Podcast, and that s all thanks to you.
1
SPEAKER_00
So you ve helped us do that.
1
SPEAKER_00
Amen.
1
SPEAKER_00
Yeah, that s my fourth.
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SPEAKER_00
Amen of the show.
1
SPEAKER_00
I think amen.
1
SPEAKER_00
Yeah.
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SPEAKER_00
I m like Barry White.
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SPEAKER_00
You re like Joel Osteen.
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SPEAKER_00
I am.
1
SPEAKER_00
Although I stutter a little bit more than it.
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SPEAKER_01
I am.
1
SPEAKER_01
This is stupid.
1
SPEAKER_01
I Googled has Joel Osteen ever stuttered and I can t find any evidence of him ever stuttering ever in any sermon he s ever done.
1
SPEAKER_01
He is.
1
SPEAKER_00
It doesn t exist or smooth.
1
SPEAKER_01
He just, it s unbelievable.
1
SPEAKER_00
So make sure also that you check out our website and our products there, advancedsellingpodcast.com, and send us an email with your voice attached to it, rambling about a question or about a comment or something, and we ll use it on the air.
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SPEAKER_00
Listener at advancedsellingpodcast.com.
1
SPEAKER_00
Yep.
1
SPEAKER_00
Till next time, this is Bill Kasky and Brian Neal saying so long, and thanks for listening.