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Welcome everybody back to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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My name is Brian Neal.
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My name is Bill Kasky.
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We are here every week for your listening enjoyment.
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Thank you.
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Happy New Year, almost.
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Where are we?
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Where are we on this draw?
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Almost there.
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Are we almost there?
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All right.
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Almost Happy New Year.
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Hope you re having a great holiday season.
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We are.
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If you have not yet thought about what you want to do for your own personal development for 2023, I got an idea.
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Join the Advanced Selling Podcast Insider.
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Wonderful program, wonderful group, wonderful coach, Mr. Bokaski is your personal coach.
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And it s live.
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It s not too often that people get to talk to the Advanced Selling Podcast hosts live.
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But if you re an insider, you can.
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No, it s really good.
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We ve got several new members six or seven people just joined and it s so it s clear.
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It s $47 a month and you get you get lots of good stuff for it, including a live training once a month.
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Usually the first Friday of the month next the next group starts or the next meeting is I think the first week in January.
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I think I m not sure if we did it that week or moved it back but go to
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Advancedsellingpodcast.com slash insider.
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The first three months of curriculum are all up there now.
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So you ll be able to see what you ll be missing if you don t join.
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It s so worth the time and the money.
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The money s a joke.
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It s so beyond worth the money.
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But the time is it just the group bill.
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You just got to get there.
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Anyway, that s it.
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So I had a, uh, are you, do you watch a lot of, uh, TV series like Netflix series and things like that?
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Literally none, none.
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I watch now.
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Have you ever heard of Yellowstone?
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I have heard of Yellowstone.
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Yes.
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Kevin Costner is the, is the main character in Yellowstone.
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Well, he s done a, uh, and my wife s tried to get me to watch it and I m not, I can watch a couple of seasons of things like that.
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But after three seasons, it just, it always feels to me like the writers have no idea one episode to the next, what they re going to write.
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They don t.
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There s no way they do.
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The ones that I ve, I m like, they re just like, Oh crap, this would actually turn out to be good.
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We just sold two more seasons.
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So yeah, totally.
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And so jumping the shark is something that, uh, anyway, so Kevin Costner, uh, did this series on the actual Yellowstone national park.
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I ve seen this advertised multiple times.
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Yeah.
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It s really good.
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Very cool looking.
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videography is incredible and I love the shots of animals and they don t know the cameras around these people must have telephoto lens that are 100 feet long because they get these awesome shots anyway.
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Love it.
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So Costner produced it and he he s the only person he kind of narrates the whole thing and it s interesting because he cites this group of settlers 150 years ago that s the idea it s 150 anniversary of Yellowstone the discovery and it s a guy named Hayden and his settlers and there s 28 guys they ve got pictures of them and
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And Costner is always reminiscing.
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He starts every episode sitting and drinking a cup of coffee.
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He says, you know, I wonder what they were thinking.
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I ve been thinking a lot about it.
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I wonder when the first time they stepped foot on this land, what were they thinking?
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And he goes through this thing.
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And it s a little much acting.
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But I get it.
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And so three or four times during each episode, he s like, I know this doesn t sound like I m selling this, but it s funny.
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You know, one of their guys stepped into this geyser.
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And I wonder what was going on in his mind.
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OK, Kevin, we got it.
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You re not sure.
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You re just wondering.
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And he goes, we were the first people to come in.
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And in the third episode, all of a sudden he says, you know, they weren t the first people.
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There was a group 50 years ago.
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I m like, wait a minute.
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You ve been telling us this is the first group.
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Now you lay on us.
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This isn t the first group.
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And then the last thing I ll say about it is there s a wide shot at dusk of a tent off in the distance and there s a light on in the tent.
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So the wide establishing shot, you see there s a tent, next shot is inside the tent, it s Costner and he s got a light on and he s getting ready to zip up for the night and go to sleep.
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Talking about the sounds of the wilderness and the mosquitoes and I bet settlers really didn t know what to do with mosquitoes.
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And then he turns the light out, zips up the tent, and then there s another wide shot of him going to sleep.
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It s like, there is no way Kevin Costner is out in this field.
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He s at the Hilton in Cheyenne or wherever.
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No doubt.
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He s at a five-star ranch in Montana.
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Exactly.
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No doubt.
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So I do, though, that s great.
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I have an answer for what they were thinking.
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OK, what?
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God, this sucks.
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God, I wish I had cell phone service.
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God, I got to pee again.
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God, these guys smell like absolute dog crap.
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Jeez.
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Oh, Pete s.
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I wish someone would invent deodorant.
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God, I wish we had some food.
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I mean, that s what they want.
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I m telling you.
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I m telling you.
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I mean, what else would you be thinking?
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It s a, it s really good because of the videography.
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Costner is a little bit much, but I do like him.
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I respect him as an actor.
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He s, he s, he s, he s a great actor.
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He s really good, but he overdid it in a couple episodes.
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But see, if you watch it, if our listeners watch it, let us know on LinkedIn if you found the same thing.
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Weird.
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This blows.
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What else would they be thinking?
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I mean, it was like, oh, the settlers, they were this.
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No, they weren t.
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They were running away.
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They hated their lives.
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And they re walking through the wilderness with nothing.
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Like, this isn t much better, man.
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Maybe we should turn around.
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Exactly.
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Nothing here.
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Oh, that s funny.
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Okay, let s talk today.
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We re going to talk about kind of carryover from last time, you know, we talked about, you know, are you a flourisher?
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Or are you an acquiescer scared?
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Or?
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And what do you do with that?
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We did a lot of mental work last time about interdependence and healthy detachment.
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Today, we want to make that a little more applicable and put it in in the in the world of people that we call on.
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And are we ready and how ready we are
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to have meetings and conversations with certain levels of people in certain sizes of organizations.
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Very, very important topic for you as a sales professional to be aware of your own comfort level and discomfort level in this subject.
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And this was inspired, Bill, I mentioned, I m not going to mention names on here, but
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We got to know someone who s a really strong leader in a very, very big company that every one of you have heard of.
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And she sent me a text and said, our CEO, who you ve also heard of, is hosting a party.
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I d like to invite you if you re in the area.
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I couldn t go.
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It s tonight, actually.
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But I thought, this person who s hosting the party is a billionaire that you ve heard of.
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And I thought, man.
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I mean, tonight, if my schedule would have allowed, I would have been in this party and I picture myself, you know, standing there talking to this billionaire that all of you have heard of.
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And I m like, am I ready for that?
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And I answered the question both ways.
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I m like, I m totally ready for that.
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And I m like, hell no, I m not ready for that yet.
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I m ready to get there.
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Exactly.
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And then I thought, you know, I don t want to be fanboy like, Oh my gosh, I m so admire all your work is, you know, because they hear that all the time and their people.
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At the same time, I don t want to be a flippant dork and disrespectful and all this other stuff.
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So just got me thinking, we all have a comfort level around
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or people, levels, types, no matter who you are, and where you re listening to this, where you are in your career, you all have this, you have a place that s super comfortable.
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And you have a place you thought, Oh, my gosh, if that person called me in for a meeting, I would freeze.
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I wouldn t know what to say.
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And I think this, this also happens at a lower scale to where you re calling on somebody inside the company, it s $100 million company, and you know, you need to get to the CEO.
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And there s that anxiety about, well, how do I get to him or her?
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Yeah.
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And then when I get there, am I going to be up for it?
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You got a few question that it s going to be hard for you to get there, don t you think?
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Absolutely.
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Even go back to our last episode.
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If you re questioning that, you re back in that, we talked about scared or longing, you re longing to want to be there.
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but you re still a little nervous and you still might be nervous.
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That s okay.
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But, but it s an interesting self-reflection for you to think about.
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I loved what you said, Bill.
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We all have it.
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It doesn t matter what level.
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I still have it.
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When I go to call in a seat, I mean, I had a situation a couple of weeks ago.
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I was at a program, I was doing a program in Chicago and the CEO was there.
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And you know, when I met him, he s a great guy.
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He s a normal dude.
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But still there was that, Oh, he s the CEO.
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And I m like, what are you, what are you doing here?
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He s a
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being who needs help just like everybody does.
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And now we ve developed a better relationship, and we re talking on the phone.
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But I think it s always in the background.
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And maybe that s a good thing, because then it forces you to think through, OK, what am I going to say that s intelligible and valuable to this person versus just, hey, man, what s up?
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So I worked at it because I was at this part, I was actually the same connector person, but she introduced me and talking and mentioned that I was an NFL ref, which is a cool thing.
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That s it kind of gets a little, a little headstart.
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It s really neat.
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So this guy s asked me all these questions, but I m the answer and, you know, being nice, whatever.
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I m like, so what do you do?
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He s like, I m the CEO.
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I m like a Vonage, the company Vonage, you know, the company Vonage.
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He s like, yeah.
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I m like, Oh, geez.
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So the point is I didn t, when I didn t know, I was talking to another human being all
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sudden, when I knew I m like, Oh, my God, you re the and he s like, like you said, he s just interested in like hearing about the NFL stuff and learning about what we do.
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And it s just so funny how our brains play tricks on us.
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It does get new new information.
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So and you don t know what they re thinking to like, they may know that you re the host.
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Yes.
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podcast is like, I did say something stupid.
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They may use it on the podcast.
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Can I say, this is kind of funny, but I think so.
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One of my games, this just happened three weeks ago.
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Jon Bon Jovi was at the game on the sideline.
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He s friends with one of the coaches in the game.
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And so I got to go meet him.
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Right.
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And I said, so I m kind of standing by him.
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I ll go to him.
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He s like, Hey, I said, I said, this is crazy.
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Finally, finally, after all these years, Jon Bon Jovi gets to meet a real NFL referee.
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He laughed his ass off.
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I m like, Oh my gosh, I ve said that.
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But yeah, he s like, yeah, it s cause it s just fun.
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It s not what he s used to hear it, but it just came out.
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Right.
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And I m like, Hey man, I love your stuff.
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Grew up with it and just left him alone.
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Like that s it.
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It s like, thanks dude.
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You know,
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He ll probably be reciting that story.
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Hey, this dude, I don t know who he was.
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Listen to the arrogance of this guy.
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Listen to him.
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But it was super nice.
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I wrote down on my board here, so if we re coaching around this, it s human first.
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Just be a person first.
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Don t think titles, levels, experience, degrees.
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You re just a person.
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And every person s the same.
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We were talking about a friend of the show, Norm Pettis, who invented
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basically syndicated radio, and then started a company called Podcast One, a pioneer in radio, just passed away.
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Sold Westwood One for what, $900 million or something like that?
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And he just passed away, and he s passed away.
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He was a great human being, he s just a person.
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Bill and I both met him, it s like, just be a person first, human first.
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Yeah, I like, I think that s true.
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And I also think that we have to keep in mind that the person that may be a little bit outside your comfort zone in terms of talking to whether it s CEO or whatever it is, I don t want to always say a CEO, because sometimes you re not calling on CEO, talking to VP of marketing or sales or whatever.
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Yeah.
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The point is that they have problems.
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Yeah.
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And their problems are bigger than the problems you re probably calling on beneath them.
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And the purchasing agent s problem is they re trying to get a good price so that they can get a raise next year.
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The CEO s problem is they re trying to figure out how to maintain 300 people on the payroll and keep growing the company so the stockholders and shareholders don t run them out.
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Well, yeah, they re bigger, bigger problems.
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And so to the extent you can have conversations with those people about the problems they have,
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Because if you don t know what problems the CEO has when you get in front of him or her, you re not going to be able to carry on a conversation.
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So instead, if you know that most CEOs, what are they thinking about?
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They re thinking about, what s the vision of the company?
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How do I find talent?
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How do I broach new markets?
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How do I keep my margins tight?
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How do I handle the economic downturn that may be coming?
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Talk about those things with them.
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that they will be glad to share their perspective.
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Everybody wants to share a perspective, but don t go in and talk about, what do you think of the price of my 100 foot extension cord?
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I was at 725, you re at 620.
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What do you think?
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What are you talking about?
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The CEO of Home Depot, Bill goes in with some pricing to the extension cord.
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It s funny.
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I love this.
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They have, and it s funny, I wrote down as soon as you said, you know, they have problems, they have everything.
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They have hopes and dreams and fears and human emotions and personalities and pet peeves.
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And visions for themselves.
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Everything.
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Yeah.
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Maybe they don t want to be doing this in 10 years.
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Right.
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Like all this stuff.
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They have everything you have.
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Everything.
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And they can only occupy, you know, three and a half cubic feet of the earth like you can too.
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That s right.
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And it s all the same stuff.
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So I think this really helps change.
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Go ahead.
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Yeah, no, I m sorry to interrupt.
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Whatever I want to interrupt.
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That s why I stopped.
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Snake coming up.
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So one way to do this, if you find yourself uncomfortable, then go to your current clients and schedule a meeting with somebody who s maybe not intimately involved in your solution, but who s a higher level person.
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And just go share with them what you re doing with their firm and how you re helping them.
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And is there anything that I should know about?
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What are you working on with your leadership team so that I can support you?
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Those questions don t require a whole bunch of preparation.
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But that CEO knows now that, OK, they re going to start sharing with you things that they want.
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And now you re into the conversation.
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And so chances are, the CEO of that company is probably not going to be all that different than the other CEOs that you re going to be calling on.
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So get some practice.
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get some reps there.
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Yeah, it s just it s so, so interesting that how much this resides in our heads.
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You know, the best example is I haven t thought of this example in a long time.
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And you have to Google fact check most of this.
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But do you remember how Dr. Phil got famous?
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Bill, you were the story behind this.
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Dr. Phil was an attorney.
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in, or psychology in law guy in Texas.
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And Oprah Winfrey was on trial, like a slander or something trial for the cattle, the meat, right?
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In Texas.
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And she was coming out, guns, I m going to do a fight.
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And he went to her privately and said, if you come out this way, this is Texas.
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They re going to destroy you.
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They re going to eat you alive.
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You have got to change your tune here.
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I m paraphrasing.
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Yeah.
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Everyone s scared to say that to Oprah.
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Everybody.
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He didn t care.
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He s like, this is what I do.
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I m shooting you straight.
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This is the deal.
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I m just telling you straight.
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And she had so much admiration for him, hired and outlook.
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Now he s the second highest paid TV person in the earth.
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And that wasn t his intention going along.
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You know what I mean?
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Might have been a jury consultant.
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I don t remember exactly what he did, but he s a psychologist, but.
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Oh, he was definitely, I thought he was an attorney, but maybe not, but yeah, he could have been.
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Yeah.
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So free of fear.
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Yeah.
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Just she, she treated her like a person.
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Like I m just trying to help you out as a human being.
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I know these guys and gals down here, it s not the way to be.
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They re going to get you.
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So if you want to stay clean, change your tune.
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You know, I just, as you were telling me that I was thinking about, do you know who James Altucher is?
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Yes.
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James Altucher is a podcaster and he s a unique character.
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He s written several books.
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But what he did was he would email CEOs
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this very blunt, sharp email where he gave them five things that they could do immediately to help grow their business.
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And these came blind.
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It wasn t like people were expecting them.
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But he said the return rate on those was like 25% because this guy out of the blue knew enough about business and was blunt enough with him that they weren t hearing from anybody else inside their company, probably because everybody was a little afraid.
1
SPEAKER_01
Right.
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SPEAKER_01
Right.
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But that s a good example of if you know what the CEOs are struggling with, cobble an email together, or cobble some type of piece of content, or even an article.
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Put an article on LinkedIn.
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Here are the five things CEOs are struggling with when it comes to X, and X is your niche, your genre.
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That s going to help you as you cobble this article together, help you speak the language of the person that you really need to be in front of.
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And once you get in front of a few, if you re unlike me who still gets a little anxious, but I ve worked my way through it, you will find yourself naturally gravitating to that group.
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And so now it s outside your comfort zone not to talk to them versus to talk to them.
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SPEAKER_00
Yes.
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SPEAKER_00
That s fantastic.
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It s just such a good topic to think about.
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And I want to make sure we state that Bill said this happens at all levels.
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It doesn t matter who you are, where you are, how famous, it doesn t matter what you do, where you come from.
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It doesn t matter how much money you got.
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I mean, I m telling you, you got, you know.
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You got, you know, you guys have a podcast, you know what I mean?
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SPEAKER_00
I ve always wanted to start a podcast.
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SPEAKER_00
Could you coach me how to start a podcast?
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SPEAKER_00
Like, yeah, sure.
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It s not that hard, really.
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The saying is new level, new devil.
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New level, new devil.
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I love it.
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Calling on a new level or expanding your comfort zone, a new level of comfort zone.
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There s always a devil there waiting for you.
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Love it.
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And you just have to embrace it and work your way through it.
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And hopefully that has helped.
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for the last podcast of 2022.
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Give you something to think about on Christmas Eve or Christmas Day.
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SPEAKER_00
New level, new devil.
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Hey, Bill, I ll see you in 2023.
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It s been a great year, man.
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It s good.
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Yeah, it has been good.
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Hope you and your family have an awesome Christmas and hope your boys rally from their disappointment of St.
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Nicholas Day.
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I ll be the first to say it this way on purpose.
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SPEAKER_00
Happy New Years.
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SPEAKER_01
Yeah, I m going to Nordstrom s.
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SPEAKER_00
I prefer to go to Kroger s.
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SPEAKER_00
All right.
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SPEAKER_00
I ll be back.
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SPEAKER_00
That s a whole other episode.
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SPEAKER_00
Come down, come around swinging into 2023.
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SPEAKER_00
Can t wait to see you then.
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SPEAKER_00
All right, guys.
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SPEAKER_00
Cheers.
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SPEAKER_00
Bye bye.