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In this episode of the Advanced Selling Podcast, Bill plays his favorite wedding song for my upcoming nuptials.
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We hear the oddest song ever from Bill s playlist, and we couldn t find a topic pre-show, so we made one up.
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Our first ever topic randomizer, and we come up with two really good ones on the fly.
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast in history of podcasts.
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I m Bill Kastner.
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I am Brian Neal.
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We ve got to come up with a brand new intro.
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We do.
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You want to re-white one?
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Re-white one?
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We want to re-white one?
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Oh, sure.
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We should.
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Today s podcast, though, brought to you by Panda Doc.
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If you need help creating beautiful sales proposals, and I know most of you do, I know I do, visit pandadoc.com.asp to download your copy of Elements of a Winning Sales Proposal.
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Also sponsored today by Outreach.
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If you want to make your team a revenue driving machine, outreach.io.asp is where you go to learn more about them.
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So the topic today is, Brian, we re always talking on the show about going out and doing engagements and traveling for engagements.
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You ve got a trip coming up.
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It s an engagement, but a slightly different kind.
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You want to tell us about that?
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Yeah, I d be happy to.
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So when this airs, actually, the day that this episode comes out, I think, Trevi, is this the April 1st episode that we re recording right now?
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So two weeks from today, is that correct?
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I think it s April 1st.
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Not an April Fool s joke.
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I am going to wed my fiance, Stephanie, on April 1st.
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And I m so excited, and we re excited, and it s going to be really fun.
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And it s interesting, because we re doing the destination wedding, and just the two of us, no family, no friends or anything like that.
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And we re very social people, so what we re wondering about is what we will feel like after the wedding.
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because we ll want to go have some fun and hang out with some people, and there ll be no one there to hang out with.
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So we re going to be, the first three days we re there, we re going to be on the search for our wedding party.
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So we re going to try to find some random people to film this.
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Will you be my best man?
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Will you be my best man?
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No, but it s just a wonderful, wonderful thing, and we re super happy.
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Yeah.
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Very excited.
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Aruba s a great place for that kind of thing.
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Oh, it s just fantastic.
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Yeah.
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Just can t wait.
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And I was never, like, married on the beach guy.
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There s a debate, like, do I wear flip-flops, barefoot, or shoes?
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That s a thing.
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I m not sure what to do there.
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For the wedding?
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For the ceremony?
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Yeah, for the ceremony.
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I m not sure.
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I ll have to let you know how that goes.
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We ll get pictures.
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We re getting a videographer.
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That was a thing, like a discussion.
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Oh, yeah.
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You got to do that.
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Because I said, well, videographer costs like $1,000.
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And I m like, well, we ll do a cost per watch.
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Because a wedding video is not usually something you go revisit all the time.
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But it s good to have.
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But we re really excited.
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Well, I have a favorite wedding song.
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Oh, you do?
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That s nice.
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And you ll understand why as I play it.
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Oh, that s a great song.
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I love that song.
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Here it is, here it is.
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So that is my favorite wedding song because it starts with my name.
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Why did you say Bill?
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Is it singing to Clinton or something?
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Is that Clinton s birthday?
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No, oh gosh, I don t know about that.
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Isn t it the Fifth Dimension and it s Billy Davis Jr.?
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Oh, then.
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That s what it is.
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Marilyn McHugh and Billy Davis Jr.
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are the fifth to mention those two prominent.
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So I think at that... Should we get Travis to splice my name in there just for my wedding so I can say, Brian.
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I love you, son.
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That s good.
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Maybe we ll have to play that at our wedding, where no one will be at, where we re just dancing by ourselves.
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The good thing is we have a steel drummer for a half hour, which is great.
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Just me and Steph and the steel drummer just sitting there hanging out.
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You ve got to get a videographer.
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This is our steel drummer guy.
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So I have a situation here, Brian, where I ran across the other night on my phone an audio.
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And I have no idea, no idea where it came from.
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So I m going to play it for you here.
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And then you tell me if we ve ever used it.
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I just have no earthly idea.
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So here it is.
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It s a quote unquote song.
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But I think when you hear it, you ll question whether it s a song or not.
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So here it goes.
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Have you ever heard that?
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Not until just now.
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Well, there s more.
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I can tell.
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It goes on for another eight cycles.
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I m drawn to the gentleman in the back that goes, bum, bum, bum, bum, bum, bum, bum, bum, bum.
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It was marked with my daughter s name, Kara, and it says Yodeler-Kara, and it was on my phone.
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And one day, you know how sometimes you ll plug your phone into your car, and all of a sudden, some random song will start playing?
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Yes.
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That started playing.
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I m like, what the hell is that?
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I vaguely remember that I recorded that years ago, and I don t know whether
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I know Kara was in Europe, whether maybe it was a Czech singer or something, and I sent it to him, and I thought maybe it was a podcast episode, but we should do a podcast episode about that.
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You know, that would be cool.
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We should find the singer and have him on the show.
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That s what we should do.
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We ll find the guy and go, oh, oh, oh, oh, oh, oh.
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Like a live tuba player with his voice.
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So you ve got some kind of gimmick for the topic.
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This is a gimmicky deal.
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So Bill and I were struggling to come up with a topic earlier.
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So I was inspired by, this is a bit of a stretch.
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There s a radio DJ, a very, very famous one named Elvis Duran, who has Elvis Duran in the morning show on Z100 in New York City.
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Really, really funny show.
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He s got one of his sidekicks.
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His name is Greg T. And Greg T does this thing called the topic train.
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He thinks of random topics.
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And they kind of vote on them.
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And they pick one.
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And that becomes the topic that they discuss with their listeners.
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You know how morning DJs kind of do that kind of stuff.
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And so I thought we should do a topic train, our own version of that.
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So we ve each written down.
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I ve written down three things, number one, number two, number three, all topics.
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You ve done the same thing, right, Bill?
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Mm-hmm.
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One, two, and three.
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And we re going to take two of these.
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So I m going to take one.
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You re going to take one.
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So I m going to throw out a number to you.
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And whatever number you have written down there, that s the topic we re going to go on from your list.
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And then when we re done with that topic, you re going to come back to me and put one, two, three.
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Oh, OK.
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So you ll do first, and I ll do.
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OK.
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Yeah.
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I m going to randomly pick between one, two, and three.
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I m going to pick the number two.
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I will tell you what that is.
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But first, are you frustrated by your leaky sales funnel, Brian, with prospects falling through the cracks and deals that don t close?
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You can check them out at outreach.io.asp to chat and to receive a free copy of their brand new book.
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That s outreach.io.asp.
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Well, what s interesting is you picked the very item that I just read in the ad, and that was scale.
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Oh, good.
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How do you scale your business as a professional salesperson today?
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I love it.
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Scaling does not necessarily mean hiring a bunch of people.
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It might, but it s just we all kind of get stuck into that one-to-one.
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I do an hour of work, and I get a client.
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An hour of work, and I get a client.
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How can we scale that?
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And what are some three or four things that we should be paying attention to if we do want to scale our business?
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I love this idea.
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Isn t there a book called Scale?
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Is there a book called Scaled or Scaling or something like that?
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By a guy named Frank.
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He only has one name, Frank.
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Frank Wicker?
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I don t know.
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Yes, there is, though, and it s a pretty good book.
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So it s not entirely about scale, though, but.
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Good one.
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Yeah.
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OK, so here are some off the cuff, because we didn t prep for this, obviously.
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There s one called, is it Jeffrey West?
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Does that sound right?
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No.
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Not it?
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Scale?
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Frank.
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Jeff Hoffman?
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Dan Finkel?
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Finkel and Einhorn?
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You know what that s from?
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Finkel and Einhorn?
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Thanks for laughing, Travis.
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Yeah, that s from Ace Ventura, Pet Detective.
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OK, so first, I think we need to look at different things to scale.
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And the first thing that comes to mind as a sales professional is we need to learn to scale our time, scale our time.
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Because one of the biggest complaints that we get is, I don t have enough time to do anything, all that stuff.
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And that s a crazy thing to bring up, because time is fixed.
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So the best people get the most out of the time that they have, and everyone has the same amount allotted.
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That s what I think.
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And so I would have my first bit of advice hover around, can I create a system for working that best scales my time, things
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that would go into that.
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One is block scheduling.
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So I m doing certain activities at certain times of day.
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So I ve got prospecting time, productivity pod time, that sort of thing.
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Second thing around the time horizon would be, can I scale my activity next?
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So I do the block scheduling for the time part, but can I scale the activity within it?
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So can I create a campaign that gets automated through salesforce.com that automatically sends emails on people that I m nurturing?
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Things like that.
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Those are my first two bits of advice there.
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Scaling my time, scaling my behavior, my activities.
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I had time as well, but I had slightly different.
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I had, can you find a virtual assistant to relieve you of the things that you re either not good at or don t have time to do because they re low dollar per hour activities?
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I ve got a client who just hired a virtual assistant.
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And it s made a ton of difference.
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And he pays this lady who I think is from Philippines.
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He pays her, I don t know, $15, $20 an hour.
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She works four or five hours a week.
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But she handles all his scheduling and all his stuff.
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He just has outsourced that.
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I think he spends $300 a month.
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And he said, it just opens up hours and hours.
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And he s a high paid dude, so he needs those hours to be open.
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So that s an example of scaling your time that, like Brian said, maybe it s about managing your time.
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Maybe it s about getting rid of those things that suck your time.
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That s really good.
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Once again, that s PandaDoc.com.
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So I would also add on to the topic of scale is to learn to leverage to scale your messaging and your personal brand.
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And there s never been a time more ripe to do that with LinkedIn and Instagram and Facebook and Twitter and just on and on and on.
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And I would highly recommend that you think about the personal brand that you want to carry to the world and the message that you want to leave with them and leverage these places to put videos up, to put audios up, to put
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writings up to put, quotes up.
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It doesn t matter what it is, but you have to use the leverage of these elements.
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It s the best way.
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I ve got a client right now who I gave this idea to.
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They just sent another one over this morning, which I just love.
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They are just constantly, consistently putting content up on LinkedIn now.
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And it s only been three weeks, but they recognize that it s the consistency over time that s the winner here.
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Because what most people do is they ll go, they ll do it a few times.
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They ll go, well, I didn t get anything from it, so I m not going to do it.
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Yeah, that s right.
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You ve got to keep it going.
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Or they ll post it once.
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And that s one thing that we re always wrestling with is how many times do we repost something?
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Because you can post it once.
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You ve already got the work done.
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So you ve already created the video, shot the video, whatever.
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But you ve got to post it more than once, because only a certain percent of people even see it the first time.
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So one element of leverage is
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Bill s waiting for me to sneeze and it went away.
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It s okay.
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Just let me know.
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Let me know by doing that was the hang on a second.
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The international sign for I m about to sneeze while I m recording a podcast away from the microphone.
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Gingerly.
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We don t have a sneeze button.
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Travis, we need to get a sneeze button.
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Okay.
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I don t think that sneeze was they would have made no difference.
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So where was I?
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Scale.
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Scale.
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Oh, yeah, it was a scale.
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But you were talking about time.
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You were talking about, I m just trying to recreate.
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Activities, your friend who did the outsource.
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I did the LinkedIn thing.
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Oh, LinkedIn repost.
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Oh, your repost.
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OK, thank you.
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I ve got it.
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Good to see you.
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It took a while.
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But only a certain percent of people.
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So you ve done the work of doing the video.
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Now it s time to leverage that work by reposting either on Facebook or other platforms.
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And how are you going to promote that video?
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Just putting a video up on LinkedIn is better than not putting one up.
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But are you going to promote it through Instagram, through Facebook, through Twitter, through your email list?
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That s a huge one.
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Really good.
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So just think about don t stop at one video, like Brian said, posting it once and expect the world to stop on its axis.
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It takes a lot.
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It takes a lot.
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But as you also said, this is a great time to be in that game.
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And if you re not in the game yet, it s not too late.
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There s always room.
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There s always time.
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But go create good content, too.
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Don t just create pitch content where you re trying to get people to buy something.
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That s not going to be shared.
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So you ve got to think through a little bit more about what content you re
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I agree.
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I got one more here, and then we ll move on to the next one.
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And it kind of falls in line with this, is figure out a way to scale your lead generation, scale your discussions.
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And it could be something as simple as we just talked about, is being on social, creating a media platform for yourself.
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But then people need to go somewhere to get something, to download something, to set up a call with you,
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attend a webinar, to attend a live speech, or to even subscribe to your email list.
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There s got to be a step in there that takes them from watching your video or consuming your content to doing an action that s more directed toward a sale.
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You can put up all LinkedIn videos and then hope that they Get with you or you can say hey, by the way, if you like this material You re gonna love my new freebie on how to how to make a million dollars in 24 hours Love it and then have a website or a web page that you can collect email addresses and this is not today this this should be a
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Every salesperson should know how to set up a web page to collect email addresses.
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This is not 2030 stuff.
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This is today.
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If you rely on your marketing department or some kind of $1,000-an-hour web person to do this, you re crazy.
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You need to know how to do it, because at some point, hundreds or thousands of people watch you and consume your content.
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Give them a chance to connect with you.
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And if you don t know how to do that, frickin  learn how to do it.
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It s not that difficult.
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I love that.
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Go.
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Bill drops the mic.
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Ready?
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All right.
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Yeah.
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OK.
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Good mic drop there.
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OK, mine.
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You got to pick one, two, or three.
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I m going to pick three.
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Pick three.
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Oh, this is a little bit of a debate.
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Is it divisive?
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I don t know if it s divisive, divisive, divisive.
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Does persuasion in selling still matter?
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Does persuasion in selling still matter?
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When I was taught to sell at Procter & Gamble, we did a whole session on persuasive selling skills.
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It s running.
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I just looked at it.
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I m like, oh my gosh, did we not?
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Push the button.
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Push the button and turn the power on.
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Scale.
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Yeah.
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Can we go back?
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So it was persuasive selling and lots was written about that.
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You need to have the ability to persuade others to do things, to get them to do that, to get them to do what you want to get them to buy from you.
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That was kind of the whole thing.
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Now I m feeling this evolution and I m questioning in my mind
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does persuasion still have a place?
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Because there s no doubt, even through social media, people that people follow.
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So like Gary Vee, he persuades people.
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But does he do it intentionally, non-intentionally?
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And what causes people to persuade others?
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And some people have a natural magnetism about them, and people are drawn to them, and some people don t.
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And so I m just thinking in my mind.
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How would you define persuasion in just a sentence or two?
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What would be the definition?
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My top of the head definition is to present a case or to try to attempt to get someone to do something or buy something or believe something that I believe or I want them to buy or want them to do.
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So basically, it s through your words and your actions, trying to get somebody to do something you want them to do.
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Yep.
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Yep.
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Like a politician persuades people to vote for them.
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You know what I mean?
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And I m just wondering where that fits these days in selling.
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OK.
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So if we go to the original definition, which was a top of the head, off the cuff, reading from the same hymnal kind of thing.
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Callback alert.
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So let s think about that.
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I think there s a way to do that.
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Here s my problem with persuasion.
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To me,
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If you don t do it right, it creates resistance.
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If I think I m persuasive and I come into your office and say, hey, Brian, I m really glad you invited me in.
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Look, I got to tell you something.
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What we ve created here is really awesome.
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Your neighbor, Travis Collins, down the road has bought this.
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He loves it.
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I think a lot of your neighbors are going to buy it.
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I think you should look at this.
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And I think you re really going to find something special here.
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So would you like to see it?
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Well, that is the traditional definition of persuasion, but I m not being persuaded.
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I m starting to hold up resistance now.
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So like, whoa, whoa, wait a minute.
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You haven t asked me any questions.
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You don t really give a damn about me.
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And whoa, whoa, I never even gave you permission to pitch me, and you just came in.
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Now, I portray that as if it s a B2C sale, but I don t care what it is.
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If you operate from that tradition of persuasion, I think you risk
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creating resistance on the part of the prospect.
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I think that s very true.
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So the question then becomes how do we get that done where we want them to do something we want them to do.
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I think that s a really hard
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I think that premise, even though I agree with you, I think that s a hard thing to say, OK, let s collaborate here, Brian.
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Let s go figure out how we re going to get Travis to do what we want him to do.
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That seems like hard work to me.
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It is.
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Because you can t control other people.
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No.
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Right?
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It s a burden.
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Yeah.
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Yeah, so as I m thinking about it, too, out loud, and it was an off-the-cuff topic and an off-the-cuff answer, I lean on back to a very common Advanced Link podcast topic, which is, what are my intentions?
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And I think that s where the root of this starts, is that if my intentions are to serve others and to be helpful and to share good things with people, and then I take principle number two that you hear on the podcast, detachment, and I put intention and detachment together,
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then I m clean.
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Because what that means then is I would love for you to, you know.
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come participate in my program, or have me come out to sea, or whatever that is.
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And I d love to do it if you want to, and I m OK if you don t.
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And I feel clean on that.
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And I can present a case where I ve helped other people, or people in the coaching program love it.
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And that s just a fact, and that s what it is.
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It just stays very neutral for me.
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The one thing I wrote down here is creating energy.
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And intentionally, I didn t write down creating persuasive energy, because I think what we were taught before was that we had to create persuasive energy.
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I just want to create good energy, and then let people decide if they want to opt into it or not.
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Because we all know, do you know some people in our world also?
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If some people are, and you re kind of like, how do people connect with that person?
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But they have millions of followers and huge businesses, it seems.
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But for whatever reason, you watch them or I watch them, I m like, eh, I don t understand how people follow them.
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Well, the fact is that different people are drawn to different types of energy.
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And while I might not be drawn to the energy of that particular person or people,
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someone else is, and good for them.
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I got to give that space.
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And just like for us, someone s going to be drawn to our energy.
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And then in that, I think that s where the persuasion, the persuasive stuff comes from, but it s not intentional.
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It just sort of happens.
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Yeah, I think the notion that you mentioned there about having high intent.
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So my intent is wrapped up around helping them solve a problem, discover they have a problem.
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I m detached from the outcome.
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I m less concerned with whether they buy from me and more concerned that they get help if they have a problem.
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I think if you take that approach, that is extremely persuasive.
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So not in the traditional sense of the word of, what do I need to say to get him or her to do something?
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But that s an extremely persuasive argument, because probably if I ve had four vendors show up already, and you re the fifth one in, and you have that
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that mode, I m probably going to forget about the other four, because they were all trying to get me to buy something.
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And I felt that I had either a sixth sense or a first sense.
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But it doesn t sound like that s what you re trying to do.
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So I might share more with you.
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I might listen more.
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I might be a little bit more engaged emotionally than I was when I have this resistance up.
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So to me, that s tremendously persuasive, but not in the traditional sense.
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So I think persuasion is still
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applicable, it s just how do you do it.
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Exactly.
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Yeah.
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And I would want you to have a persuasive argument about what you do from a believability standpoint.
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Does that make sense?
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So I want you to be able to state, so you and I might say, well, yeah, we ve worked with these companies.
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And when we started, they were here.
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And now we re there.
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And there is 2x of where there was.
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Did I get all that right?
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Where we are is 2x where we were when we started.
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And you can see all the stats, and you can talk to all them.
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And that s a persuasive argument, meaning that s a factual thing.
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It doesn t mean, though, I m trying to talk you into doing anything.
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Yeah, I think that s the line.
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Yes.
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Yeah, that s the line.
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It s not connected to that.
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It s that sort of thing.
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So before we close up, Brian, let s talk about, we talked about two different areas, scale and persuasion.
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Did you learn anything today?
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I know I did.
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What came to you?
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What resonated with you?
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Well, I learned that I need to get a wedding song with my first name in it.
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No, that s not what I learned.
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I learned that I need to think more about scale.
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Yeah, I need to scale, scale.
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How s that?
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I need to scale, scale.
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Because I ve done a decent job scaling, and it never stops.
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Scaling should never stop.
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That s what I learned.
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So I learned that even as we talk through that, I think, OK, gosh, there s always more to do to get to scale.
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It never stops on purpose.
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Scale, scale.
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That s my learning.
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Scale, scale.
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Scale, scale.
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Well, I learned this idea of this new form of persuasion that has nothing to do with the traditional form of persuasion.
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When you think about that.
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The new form of persuasion doesn t, it shouldn t even be called that, because it doesn t, it virtually has nothing in common with the old traditional form of talking someone into something, other than the result becomes the same.
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And I would even say in the new form of persuasion, the result isn t necessarily, we re not looking for someone to buy, we re just looking to help, and if they want to do it, great, if they don t, that s fine too.
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So there s a whole lot behind that.
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We might want to devote a whole episode to that.
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I think that would be good.
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I think it s good.
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OK, thanks for joining us today.
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If you haven t already, send us an email.
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Listener at advancedsellingpodcast.com.
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If you want to put the subject line, come see us.
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We ll start the process rolling to see how Bill and I can come and make your next big salesman or sales meeting a whole lot of fun.
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And send us an email.
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We re kind of out of audio questions.
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And those of you who ve listened for a while know that you send us a high quality audio message, we ll put you on the air.
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Talk through that.
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So that same email address, listeneradvancesellingpodcast.com.
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Attach a high-quality audio file with a question.
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We ll be sure to play it.
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That s it.
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We ll see you next time on the Advanced Selling Podcast.
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And I will be the judge of that high-quality audio.
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This we know.
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Bye.
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Bye.